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Monday, July 13, 2009

Why Business should be Marketed using New Media Tools?

The term media refer to the channels through which companies reach to the customers in terms of advertising the products or services. Let’s have a quick look at the traditional media marketing, which was based on radio, television and print advertising, outdoor or media known as billboards and direct mailing.

In actual fact the aim of traditional media is to make consumer recall the brand at the time of purchase through developing brand awareness and loyalty.

New media has replaced old media with internet driven technology which generally refers to website, online advertising, blogs, podcasts, e-mail and social networking sites to market products and services.

The traditional media has an advantage of reaching all types of audiences regardless of the term media or tech savvy but cons of traditional media are observed that the consumers were spending more time online due to the better interaction opportunities by New Media. Although it has been proven that the businesses are gaining success by integrating new media with traditional media a good example here could be billboards or posters where the audience can SMS for more details. Although it is a con for small business in terms of expense, traditional media particularly television advertising isn’t cheap.

Whereas if we talk about the pros and cons of new media the pros includes cheaper cost of targeting customers, higher engagement and interactivity, capturing customer in buying mode, faster ways of delivering the information required for buying and the ability to track leads on ROI though measuring clicks on PPC banners (online advertising).

The cons of new media includes non internet and media savvy audience, not well tested methods of marketing, difficulty of controlling the message such as blogs, could be ineffective without a website.

So, Entrepreneurs and Small Businesses should keep in mind:

What are their objectives?
Whom they are targeting?
Where they can find their customers?
How the message could be delivered to them? 

Small businesses can get high ROI through considering free online media such as blogs, networking sites and listings. Remember! Having a good website is an essential part of successful marketing strategy particularly in New Media, it should be simple clear and relevant to your audience not necessarily biggest or expensive one.

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