New Media Marketing
Encyclopedia
New media marketing is a relatively new concept used by businesses in developing an online community
, which allows satisfied customers to congregate and extol the virtues of a particular brand. In most cases, the online community includes mechanisms such as blogs, podcasts, message boards, product reviews and Wikipedia
, all of which contribute to a transparent forum to post praises, criticisms, questions, and suggestions.
One of the primary arguments to promote new media marketing is the premise that traditional advertising
is losing its influence on consumers. Backed by statistical evidence demonstrating a growing trend of consumers making purchasing decisions off Internet research and referrals. These advocates strongly adhere to the notion that consumers are more inclined to believe feedback from like-minded peers than corporate marketing verbiage dispersed through traditional television, radio, direct mail, or newspaper advertising.
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.
New media marketing is most effectively marketed by internet-driven technology such as blogs, RSS
, web video productions, podcasts and social networking platforms.
Online community
An online community is a virtual community that exists online and whose members enable its existence through taking part in membership ritual. An online community can take the form of an information system where anyone can post content, such as a Bulletin board system or one where only a restricted...
, which allows satisfied customers to congregate and extol the virtues of a particular brand. In most cases, the online community includes mechanisms such as blogs, podcasts, message boards, product reviews and Wikipedia
Wikipedia
Wikipedia is a free, web-based, collaborative, multilingual encyclopedia project supported by the non-profit Wikimedia Foundation. Its 20 million articles have been written collaboratively by volunteers around the world. Almost all of its articles can be edited by anyone with access to the site,...
, all of which contribute to a transparent forum to post praises, criticisms, questions, and suggestions.
One of the primary arguments to promote new media marketing is the premise that traditional advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
is losing its influence on consumers. Backed by statistical evidence demonstrating a growing trend of consumers making purchasing decisions off Internet research and referrals. These advocates strongly adhere to the notion that consumers are more inclined to believe feedback from like-minded peers than corporate marketing verbiage dispersed through traditional television, radio, direct mail, or newspaper advertising.
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.
New media marketing is most effectively marketed by internet-driven technology such as blogs, RSS
RSS (file format)
RSS is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format...
, web video productions, podcasts and social networking platforms.
See also
- Blogs
- Blogging
- Customer engagementCustomer engagementCustomer engagement refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline....
- New mediaNew mediaNew media is a broad term in media studies that emerged in the latter part of the 20th century. For example, new media holds out a possibility of on-demand access to content any time, anywhere, on any digital device, as well as interactive user feedback, creative participation and community...
- PodcastPodcastA podcast is a series of digital media files that are released episodically and often downloaded through web syndication...
- RSS (file format)RSS (file format)RSS is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format...
- Search engine optimizationSearch engine optimizationSearch engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...
- Internet marketingInternet marketingInternet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is referred to as the marketing of products or services over the Internet...
- Viral marketingViral marketingViral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...
- Word of mouthWord of mouthWord of mouth, or viva voce, is the passing of information from person to person by oral communication. Storytelling is the oldest form of word-of-mouth communication where one person tells others of something, whether a real event or something made up. Oral tradition is cultural material and...
- Word-of-mouth marketingWord-of-mouth marketingWord-of-mouth marketing , also called word of mouth advertising, is an unpaid form of promotion—oral or written—in which satisfied customers tell other people how much they like a business, product, service, or event...