New media marketing is an ever changing practice that’s related to, but not always the same as internet marketing, or even the more narrowly defined practice of social media marketing.
What is New Media Marketing?
New media marketing is usually thought of as using digital technology for the distribution, exhibition, and sometimes fulfillment of business assets in the marketing mix, often while developing an interactive community.
While interactive communities are often made possible by new media, they’re not a necessary part of it.
Using new and emerging digital technologies for promoting a business, cause, or entity online can have a profound effect on all areas of the marketing mix. While one would think marketing with new media would primarily affect promotion, these technologies can have a dramatic affect on price and place as well as the product itself.
Why Is New Media Marketing Important?
One of the main reasons for using new media marketing is that traditional advertising is becoming less effective and losing its ability to influence consumers. There is statistical evidence that consumers are making buying decisions more on internet research, social recommendations as social proof, and referrals. The growing trend is to believe social proof over one-way corporate advertising done through traditional media.
Many online internet celebrities and influencers (those with large social followings) are believed to be more credible and trustworthy (authentic) and therefore more believable than most businesses. This has given rise to influencer marketing.
There are many online communities where a business or individual can develop an engaged audience. One of the tricks to building a viable community is to pick a platform that resonates with your target demographic and your personal and/or business style.
In addition to influencers other popular players in the social proof space are review sites and review directories. Directories fell out of favor a few years ago, but they are now making a comeback.
I am considering a new local directory projects that will be of interest to businesses in Southern California and those in our market niches. I’m planning on beginning with a local directory for Long Beach, California.
For those interested, I may be willing to sell many of my inactive dog websites and URLs, including my old directory sites.
I mentioned that many forms of traditional marketing are less effective than they used to be and the same can be said for several types of online advertising as well. There is a growing trend to use browser extensions and apps to avoid online advertising. One of the most prevalent anti ad technologies is ad blocking software. It’s rumored that several phone manufactures are going to start including ad blocking into their phone systems. If true, this will dramatically impact many online ad based marketing campaigns .
Video ad companies are aggressively fighting back with new ad insertion technology. The new technology works by deceiving ad blockers into thinking ads are content fans want to see.
The good news is that ad avoidance has also increased the value of native advertising and branded entertainment. As native advertising grows there will be a backlash for those who don’t vet the advertiser they work with. When influencers lose their credibility this type of marketing will lose its effectiveness. Once native advertising, branded entertainment, and influencer marketing become manipulative and deceptive many advertisers will need to find the next shiny thing to tarnish.
The FTC is already trying to regulate how online native advertising is done. I predict that native advertising will run through a cycle similar to a product life-cycle. However, there will be some sites, influencers, and brands that will use it in a way that maintains value for an extended period of time, past the decline phase. You can read more about FTC rules and what they are attempting to do on my personal blog
Interactive communities and New Media
Many people think of social media marketing when new media marketing is mentioned. As I pointed out previously social media is a subset of new media, but not all new media is social media. I do believe that social media marketing is a big part of, but not the only part of, a new media strategy.
Although an interactive community is sometime used as one of the hallmarks of new media, it is not a necessity. There are new media platforms that do not have interactive communities. One such platform is Over The Top Streaming TV (OTT TV). While OTT TV may not have a native social aspect to it, the use of a second screen does introduce a social element. It is through the second screen that fan interaction and consumer contact can be made on a personal level.
Blogs have become very important tools for many online marketers. Blogs are a form of new media that usually provides an option to allow comments as well as not allow comments. If they allow comments then they’re classified as social media. Some blogs have the comments turned off. When commenting is turned off they become less social, but they are still new media. I have several blogs with commenting turned off, but I do provide links to social media networking sites for comments and social interaction.
Web 2.0 creates the opportunity for entirely new social systems
The ability to form virtual communities using new forms of media has changed the social dynamic of society. It is through the management of new and emerging media that we develop the processes for online community development and management. It’s engagement with online communities that provide a foundation for authentic earned media and a fan base for brand promotions.
Some popular community platforms are Google Plus, Facebook, Twitter, Reddit, Tumblr, and YouTube. Many people think of YouTube as only a video site but it’s also a social site and a good place to build a large and engaged community.
The Bigger Your Fan Base The More Useful YouTube Becomes
In fact the larger your community on YouTube the more features you’re given to use. One perk that comes with a large YouTube community is the use of the YouTube studios. It’s also common for YouTube to first offer new features to those with a larger fan base. An example of one of the added perks for YouTubers with more than 15,000 fans was free video ad promotion on other people’s videos called “Fan Finder.” As far as I can tell this feature has been discontinued, although the support page says you can still submit videos. While submitted videos have the possibility to be used in a Fan Finder campaign I would not plan on it.
Are social communities now more important than a business website?
Some content creators such as NowThis are completely giving up their own websites in favor of developing communities on social platforms. NowThis is a company that produces a fairly large number of short form videos every day. In fact they produce and publish about 60 videos a day. Those videos earn NowThis 1.6 billion video views a month. That is a lot of video content. Video does seem to be the hot trend in new media these days.
Video – the new marketing must have
Those in the video and film end of the industry usually think of digital video as the main form of New Media. Again, digital video is a very important part of the new media puzzle, but not the only part. As we have seen with the OTT TV example both digital video and social media can occur simultaneously on different channels and platforms.
Attentions Role in Media and Advertising
Attention becomes a valuable commodity as the glut of online content continues to grow. The popularity of content marketing is partially to blame for this. According to the website STATISTIC BRAIN the number of Google indexed pages has grown from 1 trillion in 2008 to 30 trillion in 2014. In 1999 when I first started marketing on the internet there were less than a billion pages indexed by Google. With so much content it becomes increasingly difficult to develop an audience and get your content seen. In addition to all those new pages there are now over 400 hours of video uploaded to YouTube every minute. How are people going to find your content?
It has been suggested that when content is plentiful the scarce resource that has value is attention. The idea that attention is the resource that limits the consumption of information has given rise to the theory of an attention economy. While the idea of an attention economy does have some interesting possibilities I am still of the opinion that attention is a special attribute of reinforcement.
Here is what Wikipedia has to say about attention as a resource and the attention economy.
New Media Marketing
New Media Marketing is basically using new media to market. This sounds simple, and it can be, but it can also be extremely complex. Even the subject of new media and its definition can be hard to grasp. One example may be deciding if over the air digital television is traditional media or new media. Or is it a hybrid of traditional media in a new media wrapper.
Even Old media can find new distribution and uses when placed in a new media wrapper.
Old media will always have its fans and much of it is more permanent than a lot of new media we work with. The great thing is that many forms of old media, like printed books, can be given a new place in the marketing mix with the use of digital technology.
Mingling media and The transmedia Experience
To complicate the subject further we can include and consider implementing other categories of media in our marketing plan that include, but are not limited to, new media. Two types of media that also include new media are transmedia storytelling and the Japanese inspired media mix (mediamikkusu.)
A good illustration of mingling new media with traditional media is the tried-and-true business sign. Either the business sign can complement digital marketing or we can make the sign using digital technology. Digital signs are becoming more common and can feature some spectacular visual effects.
The traditional meaning of Media mix refers to all of the advertising channels a company uses to reach its audience in order to fulfill an advertising and/or marketing campaign as outlined in the media plan.
New Media and Integrated Marketing
The challenging part of marketing with new forms and channels of mixed multimedia can be finding a way to put together a unified and seamless marketing experience. Using a multi platform multimedia strategy requires developing new kinds of integrated marketing. This involves more than reposting the same content on multiple sites or in multiple groups. I plan on exploring several areas of marketing on this site and share how they can be integrated into a whole that is greater than the individual parts. The individual parts in our marketing are the stories, media, and distribution channels we use to tell our stories. At this stage of the sales funnel our story is our product.
By expanding our marketing beyond new media, such as with transmedia storytelling, we can mingle many more forms of media into the mix. Transmedia storytelling and media mix (mediamikkusu) also includes more traditional forms of storytelling and promotion such as print, experiential events, and face to face interaction.
Are you ready to get started? I can help you with content marketing coaching and community development.
Andrew Ledford 562-423-1691
Types of new media that can be used in marketing campaigns.
Following are some of the different types of marketing that can be done with new media. This is not an exhaustive list, but it will give an idea of how extensive new media marketing can be.
Some new media marketing formats:
CD and DVD media – some people classify these as new media. I think of them as close to transitioning into old media, mainly because most computers no longer support them natively. However, they still provide marketing opportunities that may be useful, and they are digital.
Online and streaming video/media
4K video, Long form video, Short form video, GIFs
- Traditional TV advertisements
- Online video ads – pre roll, mid roll, and post roll
- Branded stories (branded content, branded entertainment)
- Product placement
- Overlay ads
- Social video
- Brand content
- Sponsored content – underwriting
This is going to be the new hot area of cutting edge media. It is at the very beginning and is already starting to become popular. How Virtual Reality is going to be used for marketing is still to be determined. I imagine the first use will be content created by brands for thought leadership or brand positioning.
Podcasts, Streaming Audio, and Internet Radio
- Sponsored content – underwriting
- traditional radio advertising
- branded content
Online communities and Online message boards
- Educational post
- Entertaining posts
- Helpful comments
- Text ads
- Display ads
- Social Networking Sites and Social Media
- Promoted posts
- Text ads
- Display ads
- Educational post
- Entertaining posts
- Helpful comment
- Sponsored conversations
Social Advertising Sites (the Facebook model):
Brands and businesses pay for social interaction with site members. The advantage to this type of advertising is that it can be targeted to a well defined demographic using extensive physiographic data.
- Promoted posts
- Paid ads
- Video promotions
Review Sites and Directories
- Build a robust profile
- Encourage positive authentic customer reviews
- Onsite advertising
Hypermedia = Websites such as online newspapers, blogs, or wikis
- Google AdWords
- Display advertising
- Video advertising
- Guest blogging
- Content syndication
- Sponsoring books
- Being included in books
- Using books as content marketing
Voice command devices and voice browsing = voice-user interface (VUI):
This is another new and emerging technology that will influence and possibly change the marketing landscape. It is already thought to be influencing Search Engine Optimization (SEO)
Telephone and digital data integration
Artificial intelligence integrated with a voice-user interface (VUI) and delivered through telephones (those annoying automated voice robot calls that say they are a real person when asked. They are getting better at sounding real. Soon we will not be able to tell the difference between a real person and a machine.
Live internet broadcasting, Mobile presentations, and Person-to-person visual communication
- Business presentations done from a computer at a remote location
- Panel discussions
- Product reviews
- Product knowledge and education
- Customer support
The unique nature of mobile devices makes mobile marketing an ideal channel for providing customers time and location-sensitive, personalized information. This allows the promotion of goods, services, and ideas at the time and location they are needed.
- Location based marketing using Beacons
- Local map marketing
- Mobile friendly and responsive website
- Mobile ads
- Text messaging
- MMS (Multimedia Message Service)
- Location-based services (LBS) – Geo targeted advertising
- In-game mobile marketing
- QR codes (These are more popular in Asia and Europe)
- Proximity marketing (Proximity systems rely on GSM 03.41
- which defines the Short Message Service – Cell Broadcast (SMS-CB .) SMS-CB allows messages (such as advertising or public information) to be broadcast to all mobile users in a specified geographical area.
I want to thank you for reading this far. If you found this overview of new media helpful it would be greatly appreciated if you could share it with your favorite social network.
If you are interested in our services you can reach me through the form on the contact page or by calling 562-423-1691