Making Sense of New Media

By now, most advertisers have figured out that all of the “new media” is still subject to the same old disciplines. The internet is a tremendous marketing tool, but as we learned with newspaper, TV, and radio, it only works when it is part of a marketing strategy that has the main goal of bringing in business.

If you plan on using any new media, you still need to follow some basic rules. Attracting attention, appealing to the consumer’s self-interest, and building a positive brand image is always a winning formula. And just as you did with print, TV and radio, you’ll need to integrate your message across any new media you use. Simply put, say the same thing everywhere.

New media and the web in particular have forever altered how consumers shop. You’re missing a tremendous opportunity if not on-line. To give you an idea of how the web has changed consumer behavior, consider the following:

● 74% of all adults are online everyday

● Searching for information & communicating are the top reasons why people are online

● In 2006, there were 213 million “searches” each day

● In December 2008, Google reported over 2 billion searches each day

● 35% of adults actively participate in “social networking”

● 37% of all adults report getting most of their news online

● 29% report their ONLY source of news is from online providers

Unlike traditional mediums that tend to move like a tortoise, the web changes by the minute. Right now, the major search engines are becoming video players. Sporting events, concerts, movies and your favorite program can be viewed virtually anywhere, at any time. Net books are poised to replace desktop computers. You can pay your bills with your mobile phone.

All this is very exciting yet challenging for marketers. Exciting in that we can communicate and do business with customers 24/7. Challenging due to the fact that consumers are in control.

While not exhaustive, here are several things you can do right now to increase your on-line visibility and take advantage of some of these opportunities:

● Create and post video introductions on your web site

● Take those same videos and create your own YouTube channel

● Create & regularly update your on-line profiles (LinkedIn, Google, etc)

● Attach a blog to your website and add posts frequently

● Comment on other blogs, creating a back-link to your site

● Write & distribute a monthly on-line newsletter

● Keep content on your web site updated & relevant

● Conduct a thorough SEO audit & implement recommendations

● Take the new social networking platforms seriously and participate in the ones that make sense your business. Before jumping in, do some research. As there are countless social networking sites (facebook, MySpace, Bebo, Friendster, hi5, Orkut, Zorpi, twitter…), realize upfront it takes to create a profile and maintain it. Social networking is not a “set-it & forget-it” medium. If you aren’t willing to put the time into regularly updating your profile and making posts, your return will be zilch.

● Launch a Pay-Per-Click campaign. This is where the search engines make their money and work hard to ensure a great experience for users. In the most simple of terms, you create an ad and offer to pay the search engine if and when someone clicks on your ad and goes to your web site. What marketers enjoy about PPC is that they only pay when someone responds to their ad. PPC is the most tangible and trackable medium available.

Like every other media opportunity, use what makes sense for your business. If your customers are participating with a particular media platform, you should seriously consider getting involved.