10 Benefits of Using Interactive Media in a Globalized Environment

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Today, technological advances and developments have contributed to people being more and more connected and communicating with each other. The emergence of the Internet has generated the opening of markets worldwide; expanded access to information on products or services and facilitated media convergence that seeks the integration of various media, in order to more efficiently satisfy the needs of users. Currently, companies face continuous changes in an increasingly competitive environment; due to the ease with which information flows and is exchanged. The consumer has greater decision-making power and can participate more actively in the purchase-sale process of a product or service, which represents a golden opportunity for companies to carry out their all contact number list with name marketing campaigns; using existing media. In this sense, interactive media are presented as a new alternative; to establish communicative exchanges between organizations and their clients.

The benefits of using interactive media for the design of corporate communication plans and strategies will be explained below, within the framework of a global context: 1.- Easy access

With just a computer with an Internet connection, you can have any type of information available from anywhere, 24 hours a day, 7 days a week, 365 days a year. 2.- Time saving

The global market is constantly evolving and changing. Therefore, all events that occur there are characterized by requiring an urgent and immediate response or solution. In this sense, through interactive media (e-mail, SMS, mass calls, chats, etc.) communication can be carried out that allows messages to be sent and reach the recipient instantly. 3.- More economical

Publishing a message on the Web using interactive media is cheaper than broadcasting a message through traditional media; therefore, they are often widely used for promoting and advertising products and/or services. Likewise, operating costs are reduced by automating processes and requiring less maintenance than other media. 4.- Market expansion

Technological globalization has allowed interactive media to access local, regional, national and international markets. Borders have disappeared and distances have become increasingly smaller; therefore, the interconnection between countries through the Internet has allowed these media to expand their reach to have a global influence. 5.- Media convergence

It consists of the integration of various traditional media (radio, television, press, etc.) into one; with the aim of transmitting information or a communication message in different ways and in the most efficient way possible. 6.- More active participation

The phenomenon of globalization has allowed the development of interaction mechanisms that manage to maintain contact and have better communication with other people. Through media such as chat, forums, virtual communities, social networks, blogs, suggestion boxes, etc.; a constant exchange of knowledge and media content can be had. 7.- Greater knowledge of customers

By creating databases, valuable information can be obtained and recorded in order to evaluate people's behavior. Likewise, the use of interactive media has allowed market studies to be carried out that can identify people's needs and the consumption habits present in society. 8.- Segmentation

It is the identification and division of the market into groups of people who have similar needs. These similar and homogeneous interests make a segment different from all the others; therefore, each one has to be treated commercially in a different way. In this sense, in the market, the main characteristic of a segment of buyers is that they look for a set of common attributes in a product. 9.- Personalization

The phenomenon of globalization has made companies face greater competition. Therefore, it is essential to individualize communications; in order to create loyalty campaigns that allow organizations to maintain a direct relationship with their customers. Likewise, by personalizing messages, comparative advantages can be obtained with respect to competitors; which contribute to making communication between the company and its customers more effective. 10.- Easy monitoring

The Internet allows us to measure the impact of all communication and marketing strategies in a comfortable, simple and practical way. It also provides us with real-time statistics to evaluate the behavior and analyze changes in user consumption habits. Only companies that adapt effectively to these conditions will be able to achieve the differential advantages that will allow them to survive in a globalized market.