Redefining Communication Effectiveness in Digital Marketing: From Message to Interaction
DOI:
https://doi.org/10.31185/lark.5360Keywords:
Digital Marketing, Communication Effectiveness, Engagement, Digital Content, Interactive CommunicationAbstract
The emergence of new digital technologies and platforms in the field of digital marketing has necessitated a shift away from traditional one-way communication models toward more effective, interactive approaches. The one-way communication model is no longer sufficient to achieve effective engagement; instead, audience response and participation have become the cornerstone of the modern marketing process.
This research addresses a key scientific question: Has the concept of communication effectiveness changed in the context of digital marketing to the extent that it requires redefinition? What contributions does this type of marketing offer if the principle of redefining effectiveness is applied? Furthermore, what is the relationship between digital interaction and content styles in enhancing communication effectiveness from the audience’s perspective?
Results revealed a high level of awareness among respondents regarding digital marketing messages and the appeal of digital content. High levels of engagement with the content were also observed, indicating a significant evolution in digital marketing communication. The study concluded with several key findings, most notably that communication effectiveness in digital marketing is measured not only by message reach, but also by its ability to generate genuine interaction with the audience.
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