Communicating with customers in the 21st Century
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Peter Danaher
Coles Myer Professor of Marketing and Retailing, Melbourne Business School Advertising and communication has always been one of the cornerstones of marketing. The post war era saw the rise and dominance of mass media. However, in much the same way that television overtook radio in the 1960s, the internet is now challenging all traditional media. About three-quarters of Australian households now have internet access and use the internet regularly. From a business standpoint, the internet has also made a huge impact, helping to drive down costs and to link firms with their customers and suppliers. However, firms need to be mindful of what they might be losing when making less use of traditional communication channels, such as mail, television and newspapers. In this presentation Melbourne Business School's Peter Danaher compares many old and new media channels with regards to their perceived reliability, trustworthiness and convenience. Prof. Danaher also compares the relative effectiveness of alternative communication channels.
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