Serviced Office in Munich www.bavaria-buero-muenchen.de Move in tomorrow, phone & internet ready, all inclusive rents.
Struq Personalized Ads www.struq.com Unmatched ROI for advertisers with personalized video and display ads.
If old media is a beat-up taxi honking to get your attention,
then new media is a 24-hour super train that departs every ten minutes.
But what does that mean for your brand?
Old Media vs. New Media
First, let me define these two terms. Old media, also called traditional media, is the communication channels that were available to us before the internet came along. This includes cable television, AM/FM radio, outdoor advertising, newspapers, magazines, and other print publications. New media, commonly known as digital media, is a broad term that includes the Internet, websites, mobile apps, multimedia, CD-ROMs and even video games. It incorporates consumer feedback and user-generated content such as forum discussions, blog comments, and product reviews. It's available wherever and whenever people want it, and it makes them feel involved.
Old media may not be dead, but it's overworked and exhausted. It's invasive and it's everywhere. We ignore it more and consume it less over time. We change the channel during commercials, we blindly drive past billboards, and we really only read magazines in the doctor's office nowadays. With new media, consumers can hear message in an instant, which is wonderful for customer service, event planning, and public relations. You can use websites, social media, webinars (web seminars), whitepapers, and analytics to zero in on your target audience more efficiently and give them what they want.
Social Media
Social platforms are leveraged in numerous ways, and is an unparalleled tool for building exposure, likability, and trust. In today's noisy world, people naturally share with and listen to their online peers. They like what their friends like and place great importance on peer reviews. Of course, you want people to be saying good things about your brand. Keep in mind that everything you say and do effects how people think of you, and with social media, messages move far and fast.
Webinars
These live presentations give yourself a stage to spread your message across the world. They differ from traditional seminars in that others can join the conversation and ask questions without interruption, by typing in a group chat window. They are easy to set up and do not have to cost you anything. Your audience can be specifically targeted by the invitation materials you produce leading up to your webinar. This allows you to attract the people who are genuinely interested in what you have to share.
Ebooks
These are easy to produce and distribute to your audience, and if done well, can make a great impression. They can focus on one specific idea or a few ideas in the same topic. They can be used as a training tool, a presentation, an process overview, or a book full of tips and techniques. Again, you can target the people who are genuinely interested in your topic by how you sell your ebook. I use the word "sell," because simple calling something "free" isn't good enough anymore-you have to sell your giveaways and sell yourself.
Whitepapers
Whitepapers are another fantastic resource to offer your target market, and help you stand out as an authority in your niche. A good whitepaper defines and solves a single specific problem related to your industry or niche. Consumers will always see free or low-cost items that solve their biggest problems as high value, and it will make them remember you the next time they have a problem they need help solving.
Analytics
For internal use, this is something that cannot be ignored in today's digitized business. Simply put, analytics are the results of your actions, the data that tells you what's working and what's not. They are analyzed so you can move forward with actions that bring high ROI, and get rid of (or redesign) the actions that turn out to be wasteful.
That said, no matter what kind of media you use, it all comes down to how you communicate with your audience. Bombarding them with irrelevant information and bland self-promotion will only cause consumers to unsubscribe, unlike, or unfollow. There is no substitute for engaging your listeners, encouraging feedback, and offering content that they find irresistible.
Old Media vs. New Media
First, let me define these two terms. Old media, also called traditional media, is the communication channels that were available to us before the internet came along. This includes cable television, AM/FM radio, outdoor advertising, newspapers, magazines, and other print publications. New media, commonly known as digital media, is a broad term that includes the Internet, websites, mobile apps, multimedia, CD-ROMs and even video games. It incorporates consumer feedback and user-generated content such as forum discussions, blog comments, and product reviews. It's available wherever and whenever people want it, and it makes them feel involved.
Old media may not be dead, but it's overworked and exhausted. It's invasive and it's everywhere. We ignore it more and consume it less over time. We change the channel during commercials, we blindly drive past billboards, and we really only read magazines in the doctor's office nowadays. With new media, consumers can hear message in an instant, which is wonderful for customer service, event planning, and public relations. You can use websites, social media, webinars (web seminars), whitepapers, and analytics to zero in on your target audience more efficiently and give them what they want.
Social Media
Social platforms are leveraged in numerous ways, and is an unparalleled tool for building exposure, likability, and trust. In today's noisy world, people naturally share with and listen to their online peers. They like what their friends like and place great importance on peer reviews. Of course, you want people to be saying good things about your brand. Keep in mind that everything you say and do effects how people think of you, and with social media, messages move far and fast.
Webinars
These live presentations give yourself a stage to spread your message across the world. They differ from traditional seminars in that others can join the conversation and ask questions without interruption, by typing in a group chat window. They are easy to set up and do not have to cost you anything. Your audience can be specifically targeted by the invitation materials you produce leading up to your webinar. This allows you to attract the people who are genuinely interested in what you have to share.
Ebooks
These are easy to produce and distribute to your audience, and if done well, can make a great impression. They can focus on one specific idea or a few ideas in the same topic. They can be used as a training tool, a presentation, an process overview, or a book full of tips and techniques. Again, you can target the people who are genuinely interested in your topic by how you sell your ebook. I use the word "sell," because simple calling something "free" isn't good enough anymore-you have to sell your giveaways and sell yourself.
Whitepapers
Whitepapers are another fantastic resource to offer your target market, and help you stand out as an authority in your niche. A good whitepaper defines and solves a single specific problem related to your industry or niche. Consumers will always see free or low-cost items that solve their biggest problems as high value, and it will make them remember you the next time they have a problem they need help solving.
Analytics
For internal use, this is something that cannot be ignored in today's digitized business. Simply put, analytics are the results of your actions, the data that tells you what's working and what's not. They are analyzed so you can move forward with actions that bring high ROI, and get rid of (or redesign) the actions that turn out to be wasteful.
Real World Cases:Here are a couple real examples of how new media has worked for brands:Thanks to new media and all the different channels and opportunities that come with it, you can build you brand faster than ever before and uplift your image if it's failing.
For many years, Old Spice was seen as pretty must just a cologne for old men, but by using online video and social media, the company managed to completely transform their brand's image. After placing a new ad campaign for Old Spice Body Wash on cable TV, the videos went viral on YouTube and received a huge amount of positive feedback. Because of this, Old Spice recorded a bunch of individual video responses to people that commented about the ads on Twitter. It was a huge success, reaching new markets, generating a huge social media following, and increasing their body wash product sales by 107% in a month.
In 2011, Ford Motor Company used Facebook to introduce the 2011 Ford Explorer with the "Go. Do." campaign. They set up a dedicated Ford Explorer fan page and started posting teasers about the unveiling of the new vehicle. Ford announced giving a new Explorer to a randomly selected Facebook fan and would reveal the vehicle when they got 30,000 fans. It was the very first time Ford chose not to reveal their latest vehicle at an auto show, but used social media instead. At the time of writing this, the Ford Explorer fan page had 184,101 fans.
That said, no matter what kind of media you use, it all comes down to how you communicate with your audience. Bombarding them with irrelevant information and bland self-promotion will only cause consumers to unsubscribe, unlike, or unfollow. There is no substitute for engaging your listeners, encouraging feedback, and offering content that they find irresistible.
No comments:
Post a Comment