Communication in the Digital Era

What is the main idea of communicating in the digital era

• Mass media is less central - Customers use many digital touchpoints - Brands must communicate across online and offline channels

Why are customer journeys more complex today

• Customers research compare ask browse buy and share across many channels

What does ROPO mean

• Research Online Purchase Offline

Why is ROPO important

• Customers often use digital channels before buying in physical stores

What is an omnichannel journey

• Customer experience is connected across online and offline touchpoints

What is owned media

• Media controlled by the brand - Example website blog YouTube channel social page or brand event

What is paid media

• Media the brand pays for - Example ads banners search marketing and sponsored posts

What is earned media

• Free publicity created by others - Example word of mouth reviews shares buzz and viral content

What is the strength of owned media

• High control and cost efficiency

What is the weakness of owned media

• Lower credibility than earned media

What is the strength of earned media

• Highest credibility because it comes from users or external voices

What is the weakness of earned media

• Brand has little control and comments can be negative

Why should brands use owned paid and earned media together

• Each type supports the others and creates a stronger communication system

What needs do social networks satisfy

• Entertainment - Transaction - Relationship - Interest - Internalization - Recognition

What does transaction mean in social networks

• Users research future purchases and share product experiences

What does internalization mean in social networks

• Users connect with brands or groups that express their identity

What does recognition mean in social networks

• Users create content to help others and show expertise

Why must brands choose social networks carefully

• Different markets have different digital ecosystems

Why are Asian digital ecosystems important

• A large share of global internet users and luxury growth is in Asia

What are the key steps in a fashion social media strategy

• Plan - Involve audience - Create engaging content - Use right tone - Use technology - Work with bloggers - Create online shopping - Integrate online offline - Monitor

Why is a social media plan important

• It defines objectives resources measurement and corrective actions

How can brands involve the audience

• Invite users to participate create share comment or upload content

What is an example of audience involvement

• Burberry Art of the Trench asked customers to upload trench coat photos

What is engaging content

• Content that encourages fans to react ask share comment or participate

What is an example of engaging fashion content

• Gucci invited fans to join a virtual fashion show

Why is tone of voice important online

• Language must fit the brand and the platform

How should luxury brands use online language

• Simple direct and engaging but still consistent with brand image

What should brands avoid on social media

• Ignoring negative comments - Posting without clear message - Sharing fan content without adding value

What does engaging through technology mean

• Using digital tools to make content interactive and entertaining

What is infotainment

• Content that informs and entertains at the same time

What are examples of digital engagement tools

• Video catalogues - Virtual mannequins - Virtual events - Interactive videos

How did H&M use technology

• Customers could try outfits on a virtual mannequin and share the look

How did Mango use digital content

• Created video episodes with shoppable looks linked to ecommerce

Why involve bloggers or influencers

• They extend reach and add credibility with specific communities

What is an online shopping experience

• Digital content that lets customers explore products and buy directly

What is an example of online shopping experience

• Diesel interactive video where outfits could be examined and purchased

Why is online offline integration important

• It connects digital engagement with physical action and sales

What is an example of online offline integration

• Jimmy Choo Catch a Choo used social platforms for a London shoe hunt

Why is monitoring important

• It measures performance and helps adjust content and strategy

What are examples of Facebook metrics

• Fan growth - Likes - Comments - Unlikes

What are examples of YouTube metrics

• Views - Discovery sources - Comments

What are examples of X metrics

• Followers - Retweets - Replies

What is the future of social media

• AI - Geolocation - Content marketing - Transmedia storytelling - Online offline integration - Word of mouth integration

What do new consumers expect from sustainability communication

• Direct language - Simple content - Transparency - Dialogue - Data

What are the goals of sustainability communication

• Educate consumers - Change attitudes - Change behaviour

Why is information alone not enough in sustainability communication

• Brands must create understanding trust dialogue and behavioural change

How can new media support sustainability communication

• Provide detailed product information - Show the value chain transparently

Why is communicating sustainability important

• Builds reputation - Strengthens stakeholder relationships - Encourages responsible behaviour

What are the principles of sustainable communication

• Positive messages - Walk the talk - Transparency - Authenticity - Accessibility - Credibility - Relevance - Narration - Innovation - Simplicity - Emotion

What does walk the talk mean

• Brand actions must match brand claims

Why is transparency important in sustainability communication

• It builds trust and reduces suspicion of greenwashing

What is the key takeaway from the lecture

• Digital communication must be interactive measurable consistent and connected across platforms