Communications planning in the 21st century

This article describes ImMEDIAte Futures (IF), which investigates how consumers use and interact with communications channels and touchpoints.

Communications planning in the 21st century

Cate Connolly

The digital revolution has not just arrived, it has well and truly settled in. Traditional communications channels have mutated, fragmented and diversified to create a spectrum of media experiences that give consumers unparalleled options and freedom of choice.

Of paramount importance in this has been the emergence of a new type of media – social media. Through the likes of Wikipedia, YouTube, MySpace, Flickr, and so on, anyone anywhere can create and share content. Our virtual profiles become an intrinsic part of our identities. Relationships are born, lived and destroyed in this...

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