I wish people didn’t call it “new media” anymore.

It’s just media.

But unlike television, radio and print, this media is created by you, me, your co-workers—maybe even your mom.

It’s a conversation that brings you closer to the customer than ever before at a time when recent research has shown that 86% of consumers don’t believe brands, but 78% of consumers believe what their peers say about brands.

But check out this comparison of average media usage versus average media spend from Chris Schaumann’s excellent Digital Branding presentation.

Click to view Chris Schaumann's Digital Branding presentation

The disconnect is immediately evident: If you aren’t marketing online, you’re looking for love in all the wrong places.

So, what about the customers you already have?

The Break Up is an award-winning viral video from Microsoft that shows the painful disconnect between what today’s consumer wants, and how advertisers are (or aren’t) responding:

So, what are you doing to engage your customer and prospects?

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Inspiration for this post came, albeit circuitously, from the following people: Justin Marshall > Ryan Turner > Geert Desager > Chris Schaumann