New media is a marketing technique that uses technology to communicate with consumers. Internet-driven by blogs, podcasts, video, and social networking sites, new media has completely changed the way businesses market their products and services to the public—and for the better.
According to Brian Solis, “People are connecting en masse with the businesses they support and new media represents the ability to cultivate consumer relationships in ways not possible with traditional earned or paid media.”
Unlike traditional media, new media provides an outlet in which businesses can not only communicate with consumers but also interact with them. According to the 2009 Cone Consumer New Media Study about 80 percent of new media users do interact with companies or brands through new media sites and tools.
What’s more is that new media has become a vehicle for customer empowerment. Customers have a voice that can be heard. And social media is a popular platform where they are starting to express their loyalty (or disloyalty) for various brands and products. Turns out consumers can actually influence businesses by communicating directly with them online.
This is extremely important for companies operating in the digital space. Consumers trust each other far more than corporate representatives because their advice is no-strings-attached. By working with consumers, this empowerment can help drive innovation and give your business a competitive advantage within the marketplace.
Therefore, new media marketing is all about developing meaningful relationships with consumers and delivering great results. What can your brand do to enhance the relationship it has with its consumers and deliver great results?
Traditional advertising tactics have lost their influence on today’s consumer. Try taking advantage of the new media revolution and advertise online instead. Advertising online with YouTube can be as effective as advertising on television. There are also pay-per-click services like Google AdWords. Both of these tactics are more cost effective than traditional advertising…and they provide better metrics for return on investment.
There are also many other unique channels for new media marketing:
• Websites and web content
• Search engine optimization
• Social media networks
• Email newsletters
• Video and multimedia
• Discussion boards and forums
Whether you are promoting a Facebook campaign or driving organic traffic to your website, the goal of new media marketing should be to boost conversions. You can evaluate the success of your campaigns by looking at relevant traffic and repeat customers. There are also free tools available like Facebook Insights and Google analytics to measure traffic—depending on your tactic.
However, when it comes to new media marketing businesses should be less concerned about the ROI of every dollar spent on tactics and more concerned about developing a long-lasting relationship with the consumer.
Today’s technological advancements are creating new opportunities for businesses. In many ways, the low-cost and DIY nature of new media is leveling the playing field. The key is to embrace this new media. Focus on what you can do today to build a relationship with a customer tomorrow. And when you get customers, listen to them. Valuing their voices and learning from them will give you a competitive edge in the new media marketing landscape.