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Ambient Communication

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Ambient Communication
Ambient Communication and Analysis of Customer Engagement Process in Customer Touch-Points

Balaji Institute of Telecom and Management
Batch- 2012-14
Section- Dual “C” (Marketing & Finance)

Submitted to- Dr. Sangeeta Trott

By- Gaurav K. Mishra (TM1211325)
Anmol Nagori (TM1211325)
Harsh Chitalia (TM1211347)
Sanjeev Kumar (TM1211312)
Anany Pandey (TM1211358)
AMBIENT COMMUNICATION

Ambient communication is of special interest to marketers who need to make decisions about the most effective communication mix. It derives conceptually from outdoor advertising, the oldest form of advertising, but it is still under-researched by academics (except for billboards and some non-traditional out-of-home media). Moreover, outdoor advertising, along with Internet advertising, is the medium that has undergone the most significant changes in recent years. These changes have enhanced ambient communication’s ability to elicit consumer brand engagement, 7 focusing the attention on “engagement” as the new effectiveness parameter for innovative brand communication.

8. It is necessary to approach ambient communication with a holistic perspective in order to recognize and emphasize common elements (e.g., experiential nature, engagement capacity, and emotional appeal).

Application Area
ROI-oriented management aims to augment and optimize the impact and cost-benefit ratio of internal and external processes. As of 2011 a single communication channel seldom provides high-impact reach to all target-persons. This includes customer relationship management, buying and selling channels, distribution, service, internal and external communication, human resource management, and process-optimisation programmes. Transactions take place across multiple divisions and touch-points that span the whole value chain of a company.
For example, transactions may be made through classic advertising, intranet, or call centres, or through sales staff at the point of sale. Precise measurements taken at all
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