New Media That’s Effective

Some emerging media tactics do better than others in the return on investment (ROI). People vary in opinions on the best options, although there isn’t really a standard best media vehicle to ensure success. So what makes new media as marketing tools effective?

Brand Image

A brand is like a personality, and can be real or perceived in the eyes of the consumer. The important thing is that once people make a connection with that brand, they expect the values to be upheld for the rest of the “relationship.” This brand then becomes a reflection of themselves, or what they aspire to be. Think about brands like Gucci or Prada… can you imagine brands like these using banner ads on AOL? Or could you see The Red Cross buying in-game advertising? Of course not! It would make their loyal consumers feel disconnected, almost betrayed. New media tools need to properly reflect the brand’s character in order for them to be successful.

The product

If a company is promoting their high speed internet special, an online video would probably not be a good choice, as the audience is probably using dial up and wouldn’t be able to view it efficiently.

Just yesterday, I was browsing the new IKEA catalogue. The second page included an insert to “WIN BIG!” You sent a text and received clues to play a game. Very simple. (By the way, all answers are “D” if anyone is playing.) The scavenger hunt had me flipping pages to answer multiple choice questions about certain products.

Did I win? No. And I’m sure my cell number is in a database somewhere. Yet I can tell you that Bestas are perfect for your TV, that you can mix-n-match the washable Ektorp sofa-beds, and that when you shop IKEA, your kids can play while you can enjoy a hot meal. I wouldn’t have known (or remembered) these things had I not played the game. So, I think their choice of interactive new media was a pretty good one considering I remembered the three featured products out of 374 pages.

The audience.

Did you notice that in the first two that audience still played a significant role? No matter what the brand or product is, the most important thing is to know your audience.

I like how media writer Joe Mandese says it: “People no longer consume media from designated channels. They create their own channels and pathways of media consumption, drawing from whatever content or platform suits their immediate needs.”

This explains why beer companies use online videos to target the 3 out of 4 young adult males that report online video viewing. And why there are pop up ads for arthritis medicine when people search “arthritis” on medical web sites. So I’m sure it explains why there are Coca-Cola advertisements in games like Madden, and why I feel that sometimes Victoria’s Secret knows my purchasing habits a little to well and sends me incentives at the perfect time.

So there isn’t a magical key to success when determining new media tactics, although audience is clearly the most important. And we mustn’t forget that although finding out what these individuals are doing online is important, the most effective information is finding out why, and going from there.