What are the most important channels for e-communication?
Clearly, the World Wide Web is the biggest and most prominent channel, but visual materials on DVD and audio materials on CDs still have a place in direct marketing campaigns. Effectively communicating through these channels requires skills beyond those required for traditional print or television media. New personal technologies that increase direct marketing opportunities, such as cell phones and iPods, provide other technological challenges. For example, the small screen size changes how people view messages, and marketers have to be sensitive to the fact that people often have to pay for receiving messages. What job opportunities exist within this growing field? Many new positions have sprung up in this field, but two particularly important areas are Web development and e-marketing. In a small to mid-size organization, people within this specialty area must be capable of managing an organization’s use of digital media. Responsibilities generally include the marketing, design, creat
