Digital Signals Goodbye to Analog

As this first decade of the 21st Century draws to a close, so also does the age of analog. When it comes to communications, analog has served humanity long and well, but the old technology is being phased out by governments and manufacturers alike, and within ten years, the old analog systems will likely be a technological footnote to history. Put simply, analog equipment cannot compete with the capacity of digital and, as a result of simple economics, it is destined to dwindle away. Of course, analog systems made sense when first created, for analog signals are able to duplicate virtually any natural phenomena, such as sound or light, which are analog inherently because they are infinitely variable.

With analog systems of communications, the biggest problem has always been noise. While analog offers the infinite variability that replicates the natural state of sound or light, converting those phenomena into an electrical signal and then back again into a sound or an image creates “noise.” The term is used because it can literally produce noise in an audio system – the hiss or rumble that is heard in poor quality recordings. Noise also shows itself in the grain or “snow” that can trouble a TV signal. Noise affects an electronic signal at every stage of the communications process, and its effects add up.

Although a digital signal cannot directly represent an analog quantity, everybody know that a digital device like and Mp3 player offers excellent quality duplication of sound, which is, in fact, an analog phenomenon. The process by which a digital signal duplicates an analog quantity is called encoding, or just simply coding. Encoding allows the digital representation of analog quantities – an area of infinite variability – by using a binary system that creates an on-off switch for all those variables (theoretically). This use of digital signals gives a major improvement in noise reduction.

Noise affects the inherent value of a signal, whether it is digital or analog, but on an analog signal the noise has an impact on the value of that signal, because increased voltage over an analog signal creates distortion. When an analog signal is recorded, it is inevitable that noise is recorded along with it. If it is then re-recorded, the original noise is indistinguishable from the original signal, and becomes, effectively, part of the new signal. At each recording stage, extra noise will be introduced into the system and multiple copying of an analog signal ultimately results in an unacceptable loss of quality, called generation loss.

When a digital signal is recorded, it too will include noise picked up within the system. However, a digital signal is clearly identifiable, despite any noise the signal picks up. At the root of the digital advantage is the fact that the signals in a digital system do not have to be accurate. A voltage only needs to be readable as a one or a zero to be processed. Thus, digital communications signals offer possibilities which have no equivalent in analog systems.

Finding New Digital Marketing Jobs

The Internet and digital communications have opened up a whole new world for the marketing industry, as well as for businesses hoping to use the technology to reach new customers and forge a strong connection. With this new realm of activity in the marketing communications arena comes many new employment prospects for appropriately trained practitioners.

Digital communications and digital marketing strategy differs from traditional media in the level of direct interaction it allowable with the customer. The digital realm includes a variety of electronic devices for personal and business communications, including mobile telephones and integrated devices. Specialists in the field require an understanding of traditional marketing methodologies as well as a detailed knowledge of the opportunities afforded by digital media and an awareness of how the benefits may be maximized.

Many specialists in digital marketing decide to learn about the code which lies behind the internet pages we see. The average person does not usually see the code, and user-friendly systems have been developed which employ ‘WYSIWYG’ (What You See Is What You Get) to allow basic users to edit some web pages without requiring knowledge of internet code at all.


A complex career, both marketing focused and technical, pathways to digital marketing jobs are varied. Some marketers may find themselves retraining from a traditional marketing perspective to learn the specific skills to work in the online space. Those with a vast marketing career prior to the appearance of digital technologies will need to adapt to the significant differences between digital and traditional media forms.

Advertising and full service communications agencies typically require all staff to have a reasonable level of proficiency in online methodologies, with the expectation that in their consulting role, account service personnel will be able to select from a full range of communications tools when preparing a tailored solution for the client.

Agencies also employ specialist digital marketing personnel with in depth knowledge of the underlying structures of the internet. Specialists with appropriate skills assist on execution of online projects, such as viral media campaigns and custom built websites.

The other most common avenue to digital marketing jobs and online communications management is the technical route. Web specialists who can code like it’s their native language face a steep learning curve in developing the marketing and communications knowledge to support their technical skill.

A Bachelors degree will generally take three to four years for a full time student to complete. Opportunities exist in some institutions to undertake specialist undergraduate degrees which focus specifically on new media and combine a technical element with broader communications training. Information Technology students might consider combining their IT units with marketing subjects to create a solid base qualification which covers both.

One path is no better than the other and however you arrive at a digital marketing job, the fact remains that the prospects are great and the demand is high for skilled practitioners. As traditional media begins to take second billing, the need for experts in the digital arena can only increase.

Digital Media Delivers Effective Emergency Communications On Campus

For many of us old enough to recall, news of the event immediately triggered memories of Charles Whitman, the sniper who fired down upon the campus from the University of Texas Tower in August 1966. While the specifics of the two events are quite different, a major, yet easy-to-overlook difference is particularly noteworthy: campus communications. Forty-four years ago, radio and television carried the burden of warning the public about the presence of the sniper. Unfortunately, not many people at universities tune into radio or TV during class.

Today, new digital means of communications abound, and spreading the word that a gunman has opened fire on campus can be immediate, focused and highly effective. Text messaging, e-mails and cell phones make it simpler for campus authorities to reach individual students and faculty within minutes of an event occurring.

Digital signage is also an important component in this digital communications mix. After all, many students are advised to turn off their cell phones during class, so the availability of emergency messaging on digital signs strategically located around a campus provides another layer of protection in the process of communicating urgent emergency messages to students, faculty and staff.

A new study from Platt Retail Institute, “Communication Effectiveness in Higher Education” reveals the significant role of digital signs in communicating on campus. A press release announcing the study quotes Steven Keith Platt, PRI Director and Research Fellow as saying: “Our research study found that 97 percent of students prefer to receive information via digital channels, rather than from non-digital sources. Overall, text messages were found to be the most effective distribution channel, followed closely by digital signage.”

It’s important to note that emergency messages delivered via digital means like text messages and digital signs do not have to relate simply to shootings. A variety of emergency situations require quick, accurate communications. Universities and other institutions regularly plan for contingencies such as fires, earthquakes, tornadoes, severe thunderstorms and many others. Developing an effective communications strategy that taps the power of digital communications should be part of that contingency planning.

When it comes to dynamic signage and emergency communications, a variety of specific pages with the appropriate emergency-related information should be prepared prior to any event as part of a well-planned, campus-wide digital signage network. In the event of any given contingency happening, pages can quickly be updated with event-specific information and distributed to all or some of the signs on the network.

Having been involved with the planning and roll out of some of these systems, I want to offer a few ideas for those who haven’t given digital signage and emergency communications much thought. First, the digital signage network administrator should coordinate with on-campus and off-campus first responders as digital signage pages are prepared for various contingencies. Often, plans already exist and can be drawn upon to create effective communications.

Second, provide for Internet access to digital signage control in case the emergency circumstance prevents access to the campus command and control center and the computers ordinarily used to drive digital signage messaging. Third, be sure to password protect access to the digital signage network.

While the very thought of a gunman on campus, a tornado striking a building or some other contingency is tremendously disturbing, it is necessary to plan for them before they happen. Effective communications can save lives, and supplementing text messages and emails with emergency digital signage messaging might mean the difference between preserving innocent life and a lifetime filled with regret.

Social Media Does Not Replace Other Communication

While those in leadership must understand and come to terms with the significance and impact of social media, including such sites as Facebook, Twitter, LinkedIn, MySpace, etc., they must take care not to become overly reliant in their usage in the mistaken belief that they can be used exclusively in lieu of other forms of communication. Effective leaders realize that their members, constituents and followers generally have a variety of different backgrounds, preferences and orientations. While some may extensively use some form or numerous forms of Social Media, others often show very little interest in these forms of interactive communication. In my over thirty years of training, developing and consulting to thousands of leaders, I have always stressed that effective leadership is dependent on thorough and comprehensive communication, and that great leadership demands using all medium at one’s disposal to enhance communication efforts.

1. Let me begin by stating that I believe that many aspects of Social Media are great. One cannot effectively lead today by not including an extensive utilization of social media into his armamentarium. Webster’s online dictionary defines armamentarium as “a collection of resources available or utilized for an undertaking or field of study.” However, while much can be achieved in terms of communication using social media, including attracting marginally interested members, directing others to get more information, etc., it is not the be- all and end- all, in and of itself! Social media is a great tool when used in conjunction with other tools!

2. A great use of Social Media, especially Twitter, is to whet one’s appetite by directing them to relevant information. Effective leaders should create an informative and motivating blog to link to other Social Media sites, so that there can be a call to action. I believe that of all the Social Media formats that Twitter has the most relevant usage for leaders of organization, because it can extend outreach beyond simply those one either directly knows, or knows via a “Six Degrees of Separation” relationship. Less committed leaders generally avoid the time consuming effort required for blogging, but one is not a real leader without that type of commitment.

3. Many individuals involved in leadership today also tend to over- rely on the use of email. I have witnessed innumerable occasions where emails kept going back and forth, with the related misinterpretations, delays, “lost in inter- space,” etc. issues, when a brief couple of minute phone call would have immediately resolved and/ or answered the situation. While these people say they avoid telephone calls because it is too time consuming, “old school,” or intrusive, I believe that it is avoided because it requires many of these people to extend their comfort zones and commitment levels.

4. Studies show that texts are more successful than emails, because they get before more people. This should also be part of a program, that includes different mediums to serve different needs and markets.

5. In terms of communication, nothing will ever work better than face- to- face communication. Just as the exclusive use of the internet to replace mailings is an error because it excludes certain sectors, relying entirely on digital communication is also a mistake.

Social media is great, as far as it goes. There have been continuous upgrades to make it even more useful. However, wise leaders should be cautioned to avoid being overly reliant on any one method or medium.

Richard Brody has over 30 years consultative sales, marketing, training, managerial, and operations experience. He has trained sales and marketing people in numerous industries, given hundreds of seminars, appeared as a company spokesperson on over 200 radio and television programs, and regularly blogs on real estate, politics, economics, management, leadership, negotiations, conferences and conventions, etc. Richard has negotiated, arranged and/ or organized hundreds of conferences and conventions. Richard is a Senior Consultant with RGB Consultation Services, an Ecobroker, a Licensed Buyers Agent (LBA) and Licensed Salesperson in NYS, in real estate. Richard Brody has owned businesses, been a Chief Operating Officer, a Chief Executive Officer, and a Director of Development, as well as a consultant. Richard has a Consulting Website ( ); a blog ( ); and can be followed on Twitter.

Mobile Phone Users Setting Up Online Communities

Mobile phone users in emerging markets are setting up online communities that are similar to those built on the Internet. Users can play virtual games, communicate, blog and even conduct business transactions in these communities, says Finnish 3G strategist Tomi Ahonen.

Ahonen says while an estimated 10% of Americans are traditional bloggers, more than 30% of Koreans are already mobile bloggers. Mobile content is growing from being used as a way to personalize the phone, to a stage where users share communicate and share information to improve their lives, says Davin Mole, CEO of Exactmobile, a South African mobile content company.

Mole says his company, which previously saw itself as a mobile content provider, is growing its services to provide digital communities where people can mobile-blog, advertise their services or even meet potential partners.

SA ready for mobile digital communities

While most South African telecoms providers agree that the market is ready for more online participation, PC penetration levels are extremely low.

This provides an opportunitity for mobile handsets, which have a high penetration level to provide the kind of connectivity that PC’s would have. The readiness of SA consumers to form digital communities through mobile phones readiness is best demonstrated by the huge popularity of Mixit, a phone software application that allows Mixit users to communicate with other users on their mobile phones or PCs.

Less than two years after Mxit launched, it had close to three million subscribers, with numbers growing even faster. Most of the users are between 16-34 and from fairly affluent homes.
More than 70% of South Africans own mobile handsets , and the providers see the potential to penetrate the market even further. MTN, which also has operations in other African countries and the Middle East, says it expects up to 150% penetration levels.

The strong adoption is largely made possible by the fact that companies are willing to provide free/ultra-low cost handsets in return for consumers committing to long-term airtime usage contracts. However, the high costs of the actual phone calls has made the use of texting and sending rich multimedia messages very popular alternatives for consumers. As a result, South Africa mobile phone users have become very innovative with their handsets, and welcome new ways that allows them to stay connected without spending more money. Anohen says mobile phones can match what the Internet can do, and surpass it.

“The advantage that the mobile phone has over the Internet is that it is personal, always on and has a built-in payment mechanism, he says. It is also carried always, with 60% of mobile users taking their handsets to bed,” he says. The continuous, personal connectivity allows business to provide targeted messages that the user can instantly respond to, he says.

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