New media advertising uses technology to reach consumers, with websites, blogs, social media, and video logs being popular. Social media allows for viral marketing, but consumers are influenced more by trusted peers than advertising. Advertisers must attract people to their sites and keep up with changing technology and trends.
New media advertising uses new technologies to reach customers, particularly on the Internet. While print, radio, and television advertisements still exist, the influence of traditional advertising has declined, forcing the marketing industry to consider new media avenues. Consumers are increasingly on the Internet to communicate, receive news and buy products. A computer screen may be the most efficient way to reach these tech-savvy consumers.
New media is interactive and driven by the Internet. It consists of websites, blogs (web logs), vlogs (video logs), audio and video newscasts, RSS news feeds (Really Simple Syndication Web Updates), and social networks. These picks are available to anyone with an internet connection and are a way to gain a global audience.
Social media, a huge component of new media, consists of channels set up to form online communities. Users can communicate and spread information widely and immediately, known as viral marketing. Strategically placed ads on these sites get people talking and messaging.
With new media comes puzzles. Statistics show that consumers are now learning about products through trusted peers online. Evidence suggests that advertising is no longer the primary influence on a consumer’s purchase. Potential customers visit other buyers’ blogs or forum discussions. They read buyer comments and write their own user ratings. This people-driven movement is empowering consumers with the power of voice and choice.
Marketers, however, can take advantage of these same new outlets. Visual opportunities using new media advertising abound. Online news, podcasts, and video logs (vlogs) give advertisers the ability to show customers exactly what they’re getting. Companies aren’t just building websites, many are hiring staff to blog about the positive features of products and run forums to get valuable feedback.
The business challenge for advertisers is first and foremost to attract people to a site. A new barrier to media advertising is the vast amount of information available, leading to overwhelming competition. Companies need to be firm and confident about why consumers should choose them over the others.
Another issue is keeping up with ever-changing technology and trends. After realizing that new media advertising is standard, companies need to understand the trends to keep their strategies up to date. For example, the demographics of people using social networking sites have changed dramatically in the short time since their inception, which can be daunting for advertisers looking for budgets of up to a year.
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