 New Media Marketing is a relatively new concept utilized by businesses developing online communities which allow current and potential customers to congregate and discuss a particular brand, product or service. In most cases, the online communities include mechanisms such as blogs, podcasts, videos, message boards, and product reviews, all of which contribute to a transparent forum to post praises, criticisms, questions, and suggestions.
Also included in the realm of new media is Mobile Marketing. Mobile phone users (xx million in the US alone) opt-in to a short-code using a certain keyword (TEXT VW to 59925) and once they are opted-in, they will receive messages tailored around the campaign to learn more about the product or service. Other unique and highly effective campaigns can be developed as well.
One of the primary reasons to use New Media Marketing is because traditional advertising is losing its influence on consumers. This premise is backed by statistical evidence demonstrating a growing trend of consumers making purchasing decisions from Internet research and referrals. Most people agree that feedback and reviews from like-minded peers hold more weight than corporate marketing messages dispersed through traditional television, radio, direct mail, or newspaper advertising. Combining Social Media Optimization and Mobile Marketing can have huge impacts on delivering messages to your targeted demographics.
Although businesses would be exposing certain weaknesses to the marketplace by allowing individuals, or even competitors, to post critical comments, responding with an honest and transparent answer designed around solving the issue at hand may mitigate potential risks. Marketing Experiments has conducted research on the topic of transparent marketing.
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