By now, most advertisers have figured out that all of the “new media” is still subject to the same old disciplines. The internet is a tremendous marketing tool, but as we learned with newspaper, TV, and radio, it only works when it is part of a marketing strategy that has the main goal of bringing in business.
If you plan on using any new media, you still need to follow some basic rules. Attracting attention, appealing to the consumer’s self-interest, and building a positive brand image is always a winning formula. And just as you did with print, TV and radio, you’ll need to integrate your message across any new media you use. Simply put, say the same thing everywhere.
New media and the web in particular have forever altered how consumers shop. You’re missing a tremendous opportunity if not on-line. To give you an idea of how the web has changed consumer behavior, consider the following:
- 74% of all adults are online everyday
- Searching for information & communicating are the top reasons why people are online
- In December 2008, Google reported over 2 billion searches each day
- 35% of adults actively participate in “social networking”
- 37% of all adults report getting most of their news online
- 29% report their ONLY source of news is from online providers
Unlike traditional mediums that tend to move like a tortoise, the web changes by the minute. Right now, the major search engines are becoming video players. Sporting events, concerts, movies and your favorite program can be viewed virtually anywhere, at any time. All this is very exciting yet challenging for marketers. Exciting in that we can communicate and do business with customers 24/7. Challenging due to the fact that consumers are in control.
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