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Published on June 11th, 2007 | by Simon Wakeman


Evolution of digital communication tools

I’m always a sucker for a nice two by two matrix and a bit of strategic thinking.

Looking at different digital communications tools, Alex Iskold has produced this one on Read/WriteWeb:


Alex’s post is a really good summary of how different communications tools have evolved and why. 

There are several other dimensions that you could consider when looking strategically at communications tools, such as access, barriers to entry and perception of quality among readers. However using slow/length vs quick/compact and one-to-one vs broadcast seems to work quite nicely, as Alex’s matrix shows.

For those working in communications the challenge is to understand how these shifts in communication affect the work we do every day. How do our practices need to evolve to ensure we remain effective and relevant in the rapidly evolving world of digital communications?

A good first step for any practitioner would be to ensure they’re familiar with the new communications tools, either passively by reading and watching, or even better actively. Write a blog, set yourself up on Twitter, get onto Facebook – I’ve been actively trying to do things like these for 18 months or so now.

The experience has dramatically improved the marketing and PR work I do, has helped me meet many great people I’d never otherwise have met, and has opened doors for me in so many other ways. It takes time, but it’s well worth it.

[tags]Alex+Iskold, Read/WriteWeb, digital+communications[/tags]

This article originally appeared on Simon Wakeman’s communications, marketing and public relations blog at

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About the Author

I write on my blog about all kinds of things. Mostly it's focussed on communications, marketing and digital stuff - as that's what I spend my days doing and evenings thinking about. But sometimes I'll cover running, mountain biking, road biking or geeky gadgets too.

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  • About Simon

    Simon WakemanSimon is Agency Director at digital agency Deeson and writes for the agency blog on all things digital.

    He’s a CIPR and CIM qualified digital, communications and marketing professional with experience working across the full communications mix in the public and private sectors.

    Outside work he enjoys running, road cycling, mountain biking, caravanning and generally being outdoors. Simon is married with two children, has two energetic dogs and lives near Canterbury, Kent.

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