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Media Marketing |
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"Are You Aware of New Media Marketing?" |
The following conversation is occurring more frequently every day, perhaps to thousands of other individuals. Marketers, salesman, entrepreneurs, etc. should pay close attention to these changes. These changes can be perceived as conventional communication problems or new media marketing opportunities.
Friend: "I erased your voice mail."
Myself: "Did you listen to it?"
Friend: "No"
This is a short excerpt of a conversation I had with a friend of mine. Furthermore, later on in the day, I had the same conversation with another friend. I can make two inductions, regarding their behavior, both plausible. The first being, my friends don't listen to my voice messages because they aren't going to call me back. The second being, they are shying away from the phone call and correspondingly the voicemail for another reason. They prefer the text message and other forms of new media communication. I've seen it multiple times before. My friends rather go on their phone to update their Facebook status than answer their phone or listen to a voice message.
Two other friends of mine, both local professional real estate speakers, changed their voice mail in the past year to the following message. "Hello, you've reached Mr. Speaker, for a quicker response please text me." Behavioral changes abound. New media marketing opportunities are here. Individuals and companies are starting to realize the potential of new media marketing.
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Netflix is a good example. Direct response marketing aka TV commercials have traditionally encouraged people to call a phone number for more information or to purchase the product or service. This morning while eating breakfast, on TV, was a great Netflix commercial. At the end of the commercial, all viewers were directed to trynetflix.com, a new media marketing tool, and not call a 1800 number, a conventional marketing tool. Pretty soon those late night TV infomercials with Billy Mays and the ShamWow guy, will be directing viewers to a website rather than a phone number.
Consider the following trend. High school and elementary school children are communicating via social networks before even getting a cell phone. Five to ten years from now, they will be less inclined to pick up the phone or listen to a voice mail than to than to write or read a text message. I've witnessed my niece who is 6 navigate to the Disney page to watch Hannah Montana perform on a video. In two years she'll be commenting on the same website!!! Boy times have changed.
This transgression has also influenced the older community at large. Social networks are not just for teens and collage students anymore. It's big business. Seattle's Conenza and New York's Select Minds build and manage alumni networks from IBM, Lockheed Martin to KPMG. These alumni networks were put in place to retain relations with employees who left the company. The relations hold much value. Companies are able to extract new business and retain alumni knowledge In addition, when the budget permits, the alumni networks are tapped for talent. In addition, many of these companies are selling ad space on these networks to monetize this paper liability into a new media marketing asset.
New media marketing is for the private sector and now for politics.Our most recent president capitalized on new media marketing opportunities. The Barrack Obama Campaign used new media marketing techniques extremely effectively to help him secure the Presidency. His social media network boasted more than 3,500,000 friends during his campaign. He had a very large following on YouTube, Facebook, MySpace, Digg and Reddit. After being elected, he continued with this new media communication channel, and on March 26th, 2009 President Barrack Obama held the first of its kind internet era town hall meeting. New Media Marketing is here to stay.
The phone call and voice mail are being replaced by the text message, private messages, and social network status updates. Personally, it's amazing how much business and non business communication gets accomplished without even picking up my phone. Trust and rapport is established without a meeting and without a phone call. Via text message and social networks, I talk to CEO's of companies, and correspond with friends from college. The only thing left for me to do is to change my voice mail to, "Hello, You've reached my voice mail, shoot me a text for a quicker response."
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