New Media

New media includes the new worlds of banner ads, pay per click, Google AdWords, Search Engine Optimization (SEO), social networking options, and other promotional methods. Some are more effective than others.

Consulting company Accenture's studies have shown that young people are no longer the only ones visiting social networking websites.
Among Baby Boomers (those born 1946-1964):

• 28% visit social networking sites
• 38% watch and/or post videos on the web
• 23% favor computers and mobile phones as much as TV (22%).

The numbers are even more remarkable for younger consumers. Mobile phones are 'most preferred' by 51%, followed by computers (28%), while only 6% list TV.

This survey was nationwide, with equal representation to each region. Successful Businesses reach consumers where they are. See full report

Why should you care about these things? Because successful businesses reach consumers where they are. Any legitimate way to reach your target audience with your message is an opportunity. If the competition is not involved, you could have a tremendous advantage over them. If they are involved and you're not, you could be losing market share.

How can you thrive in this strange new world? There are two basic options: learn this new technology AND how to apply sound marketing principals to it, or find a reputable company that can provide these services to you at reasonable prices.

While the goal remains the same – to spread the word about your business - the nature of this media drastically change the methods employed to get there.

Web Content Basics
People scan web pages; they don't read them like they do most printed material. This means web content must hold their attention.

When a reader finds your website, they want to do something: learn about your product, make a purchase, etc. Good content focuses on the customer. Content that shouts 'We are great' causes them to click the Back button.

Creating quality content takes a dedicated effort, knowledge of applicable keywords, and the ability to be write concisely. Simply pasting a company brochure's text into your website is not likely to attract visitors to your site. Nor will it keep them there long enough to heed your call-to-action.

Having a focused, clear message in all material, whether traditional print ads and newsletters, or new media such as web content, is essential to a successful marketing strategy.

Social Networking
You've heard of Facebook, Twitter, and others, but what are they about? Why do people join them?

They are online communities. People who share a common interest or want a convenient way to stay in touch with their friends create Facebook (or other site's) accounts. The result is a collection of potential customers who are easily identified by locality or other demographic measure.

How You Can Benefit
Advertising on these sites is available of course. Other useful features on Facebook can also help your business:

Events. These events can be a valuable way to promote your organization. You can add a link to your website, for instance, and invite people from your email contacts. But there are also limitations. Its effectiveness is maximized when used within a broader marketing campaign.

Pages. Think of this as a mini-website. Your company information can be presented along with pictures and videos of your products, employees, sales events, etc.

Groups. Similar to a page, this is another method to spread the word about your organization. One disadvantage of this option is that people must sign up as 'fans' of your group, and the total number of fans is always displayed with the group name.