"New Media"

Inside our industry, over the past year or so, THE topic of discussion has been how to better utilize "New Media" for our clients. You know the topic is a hot one when the concept starts bleeding over into our clients' worlds and you start hearing "What's this 'new media' all about?" So, I thought I would dedicate this month's topic to the topic of new media... what it is, examples of, and how to utilize to your advantage.

Wikipedia defines New Media as:

"a term describing media that can only be created or used with the aid of computer processing power. It is a form of media that includes some aspect of interactivity for its audience and is usually in digital form. "

So, to paraphrase...if you are using your computer to market your business, you are probably utilizing one or more forms of New Media. For simplicity sake, let's limit our scope to marketing that utilizes the Internet as the medium of choice. But, let's not just limit your New Media arsenal to your company's website. There are plenty of other tools you can use to boost your image and increase sales. Here are just a few:

1. Permission-Based Email Marketing: This newsletter is a great example. You send information to existing clients, prospects, partners on a regular basis. Much more cost-effective and eco-friendlier than traditional paper mailings. Technology allows you to monitor the readership and effectiveness of an email program. A real no-brainer for many businesses.

2. Social Networking Sites: You've heard of them before. Myspace...Facebook.... Did you know that you can use them to draw traffic to your company's website? Any time you have a website outside of your company's site pointing (linking) to your site...that's a very good thing. Why not use Myspace or Facebook to create mini-websites promoting your business? If your product appeals to young people, this is a real no-brainer.

3. Discussion Forums: This one is probably the least obvious of the bunch. I guarantee you one thing: whatever your company provides...I don't care what the product or service is...there is a discussion going on about it right now in a forum somewhere on the web. Why not take part in the discussion and be the expert? Do you think that would result in questions or hits to your website that would result in business?

4. Blogs: Blogging is huge. Anybody with a computer can start up a free site and share with the world the thoughts on their mind. Savvy marketers use Blogs to demonstrate their expertise, generate discussions, and drive traffic to their main company website. Remember, the more outside references to your main website...the better.

5. Podcasting: How's this for cool? If you have a computer and a microphone...you can have your own radio show! You get to blab and blab all about whatever is on your mind, post it on the web, and let the world listen in. Thanks to Apple and Itunes, the world of Podcasting has taken off. Great opportunity to really go in depth about your business and demonstrate your knowledge.

As you may be able to tell already, all of the above tools aren't effective if you don't have a website for prospects to visit. They read your blog, listen to your podcast, see your forum post...and you have their interest. What's the next step? Pick up the phone and call? Not likely. In order for you to be legitimate in the eyes of your prospects and clients, you need a modern, stylish, informative website. The website should be seen as the foundation of your New Media "campaign". All you do should build on the site itself.

Confused? No problem. Give us a call, and we'd be happy to help you navigate the murky New Media waters.