LO2 Web

Pre 2000:
Web pages not interactive, mainly just for information
Marketing was mainly traditional - trailers only in cinema or on TV

Post 2000:
Boradband introduced to UK, resulted in faster download speed so websites could be better
Youtube (2005) VOD (video on demand service) came out
O'Reilly (2004) coined the term web 2.0 - means the web was now interactive

Digital methods of marketing are in existance because of technological convergence. This means technologies coming together to provide a new service for the audience. So for the internet, phone and web technology came together.

Henry Jenkins (2006) came up with the term 'Black Box', meaning a phone.

Covergence to make a smart phone:
Music
Games
Computer (web search)
Camera
Microphone
Maps
etc.

Above the line advertising (targerts a mass audience):
Premieres
Trailers
Reviews
Posters

Below the line advertising (targets individuals):
Social Media - Instagram updates, Twitter accounts
Happy Meals toys
Competitions