- Published on Tuesday, 23 October 2012 18:33
What is digital communication?
From its beginnings in SMS and E-mail communication, through websites, forums, online media and blogs to social media and real-time interaction, digital communication has slowly but surely penetrated our lifestyles and in keeping with global trends Serbia is one of the leaders in the region. Becoming a norm for many, today we see growing discussions about integrating and developing digital communication, what it means from a cultural, strategic and creative perspective and what is the next BIG thing. Probably one of the greatest challenges is keeping up with the technology from both the perspective of communication delivery and media. Executive Group Digital team produces strategies, generates content and delivers integrated digital campaigns daily, on all channels, relevant to our clients’ messages, landscape and stakeholders.
How is it used?
Recent significant increase in digital awareness and literacy amongst Serbia’s population in line with new technologies being made more available, namely fast speed internet and the affordable smart phone revolution, has led to a raise of important new digital communication avenues. E-government services brining direct benefits to public and e-commerce providing employment and increased spending to name the systematic ones, while linear online ad spending increase and of course the new media shifts are also aiding to the increased usability and richer experience. Good example of this is the BBC’s four screen strategy, which we are seeing slowly adopted/adapted by local media. Local brands are battling for consumer attention and audiences on Facebook, Twitter, YouTube, Google and the list keeps growing in line with technology advancements gaining pace.
How does it affect the overall ICT market?
No one wants to be left behind and no brand wants to appear dated and behind the times when they communicate digitally. 2012 was generally considered a year of social media integration battles, real-time brands, pre – era of mobile and last but not least online video. We expect these trends to trickle onto our local markets with a small delay and then head onto stronger mobile digital communication in the late 2013. One of great digital drivers would have to be e-commerce and Serbia’s attempts to develop that segment have been slow and often hampered. The eventual availability of PayPal platform in Serbia, announced for next year, of which many expect much, should aid that drive significantly. Through ongoing government support in developing ICT sector and infrastructure, partnering with telecommunication providers and operators bringing new product and innovation to the market, we will see the influx of new trends and developing consumer habits translate onto digital communications even more efficiently.
How developed is it in Serbia?
Digital communication in Serbia is flourishing and probably the most credit for that should go to our communicative mentality and social habits. We are regional leaders in social media consumption and communication as well as one of the leaders in number of online media and blogs. Reason more maybe why new government’s media officer’s statement that Serbian government is not planning to communicate officially via social media channels surprised many. On the other hand brands are embracing the 3.5 million registered Facebook users in Serbia and many are finding digital market a lucrative space for self-employment with a surge of local start-up businesses. However, any brand that believes the tough part was the cultural change and the integration is misguided, the real challenge of digital communications today is keeping up with the technological advancements and anticipating them, build for them and staying ahead of them.
by Igor Savic, Head od Digital
From AmCham Perspective October 2012 edition - Mini Forum