ABSTRACT
Chapter 11 takes a deep dive into the media, how it is evolving and how it can be leveraged for effective strategic communication. The chapter explores legacy, traditional and digital media and discusses how the digital giants including Facebook, Google and Amazon have had an impact on media consumption and advertising revenue models. The chapter describes different marketing communication strategies including social media marketing, affiliate marketing, influencer marketing, mobile marketing and content marketing. The chapter explores how changing technology is affecting communication now and in the near future, including artificial intelligence, augmented reality and the Internet of Things.
