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.
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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Great point. The problem is, most advertisers still don’t know how to use the Web; hence, it’s still “new media” to them. They tried banner ads — poorly — and found the clickthroughs to be miniscule or even bogus. User-generated content got tired after the umpteenth “create a commercial for us and you might win a whopping five-thousand bucks!” campaign. And a blog is just another 4-letter word. So they do what they’re comfortable with: TV, radio, print.
By the way, the video is hilarious, but the irony is that it’s from Microsoft. Last I checked, Microsoft isn’t doing such a hot job of talking to consumers. They’re certainly not listening.