Marketing and Advertising using New Media
From Baruchnewmedia
Marketing and Advertising in New Media
The online environment is now firmly entrenched as the media of choice for consumers and business leaders. Marketers use web 2.0 strategies for websites and landing pages.
Marketers are increasingly using New Media to connect with their audiences. Through blogs, product reviews and feedback, podcast, and other sources companies are able to create a dialogue with their consumers. Building loyalty and spurring innovation into their products through many new media technologies.
The advertisements on the new media or multimedia has a unique characters based on the interactivity, integrity, asynchronies and selection. New Media Advertisement is not only the method of commercial or public relationship but also the method of total communication for marketing. This is the concept of Integrated Marketing Communication. (IMC).
Viral Marketing
Viral marketing is the wave of the future for companies that utilize the internet to advertise. This strategy is deemed to be "more powerful than than third-party advertising because it conveys an implied endorsement from a friend." Affiliation with friends and/or family members gives the advertisement a sense of validity. The first inspiration for this strategy came from Tim Draper's suggestion to Hotmail. Each email message sent with Hotmail included a clickable url with a promotional pitch. Since the inception of this technique, Hotmail's subscribers grew from zero to 12 million members over a 18 month period. This incredible sucess rate made other companies follow suit. http://currypuffandtea.files.wordpress.com/2008/03/viral-marketing.pdf
Marketing and Advertising in Virtual Worlds
Marketers are looking at new ways to reach their customers. The Virtual World offers such a chance, but no one is exactly sure how to be successful. With the economy in trouble and marketing budgets cut, it may be a few years until we see any real marketing growth in the Virtual World. Marketers, however, will surely be using this time to learn more about virtual worlds and how they can be used in the future.
Are Virtual World Marketing Efforts Falling Flat
There is much in the way of fanfare when a corporate entity establishes a presence in the world of Second Life. But according to a report by GigaOM's Wagner James Au, even the most popular corporate sites fail to stack up to the best of what the "natives" have to offer. The numbers he cites, garnered by Second Life demographics expert Tateru Nino, paint a fairly modest picture.
"So how does anywhere from 6,454 to, well, zero, grab you? That’s the spread of weekly visitors to real world corporate sites in Second Life... the highest weekly total belongs to Pontiac, which hosts a kind of virtual autobody island where Residents can customize their cars, followed by a site for Showtime’s The L Word (4,687)."
So who's in the weeds? The likes of Coca-Cola, Calvin Klein, and Sun Microsystems, each of which occupies a place in the "sub-500 club." Now, Pontiac isn't exactly what I would consider a sexy brand, but at least its virtual marking effort offers its visitors some sort of interactive expression. I wonder if the aforementioned do the same.
Virtual World Marketing: Lots of Companies, Few Visitors
Marketing and Advertising in Video-streaming Sites
According to the measurement firm Nielsen, in March 2009; You Tube had more than 90 million visitors, 10 times as many as the next biggest site. Another video streaming site Hulu.com, a venture of NBC Universal, the News Corporation and the Walt Disney Company, has also successfully brought traditional TV content to online and turn into a mainstream phenomenon. According to ComScore Monthly video streams on Hulu have more than tripled in a year, to 903 million in January 2010.
Video-streaming sites not only attract the mass audience, they also successfully drew the advertisers attention who long searched for the medium where they can spend their advertising money, reach the target groups, customize the message and get quantitative results. Traditional TV networks historically had shortcomings in measuring the audience. Also, it was expensive to advertise with. Rating companies such as Nielsen or AGB, were only able to derive results from sampling small numbers of households using quantitative methods along with the qualitative methods. In contrast to traditional media, new media allows advertisers to target certain demographic groups with customized advertising messages and most importantly cost effective.
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There are so many ways of advertising with video-streaming sites:
Pre-roll: It is the video commercial that appears before the video. Pre-roll commercials works on the assumption that you click on the content that you want to watch right away and your video will start after the short sponsor message. It forces audiences to watch the commercial. Pre-roll can be static saying this video has been brought to you by brand A; a short video message or interactive application. Mid-roll: It is the video commercial usually appears during the video content. Post-roll: It is the video commercial appears at the end of an online video. Banner ads: Web banners are the online advertising method. It uses JPG , Gif or flash messages or images to link to specific pages. Lower third ads: Lower thirds ads appear in the bottom of the video player after video content begins. Usually, if a user clicks on the ad; it will take user to a designated site. Partnering with content companies: Along with the videos created by amateurs, You Tube has been partnering with professional media companies for streaming their contents and placing ads before, during and alongside the videos and split the revenue with its partners in return.
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Television on the web
The major networks have begun to place their current and past shows on the web for viewing. This has allowed viewers to watch shows "on demand" and has given the broadcasters new revenue opportunities for both current shows as well as classics.
Thailand also has the shows "on demand" called Thaitv TV online. Everybody can watch it even the people that live outside of the country. Every things are in there: Live TV, TV show, News, Game show, Music Video, Concert, Talk show, Movie, etc. I'm sure other countries also has this too.
Also you may read about Online TV in the New Media in Entertainment section.
Marketing and Advertising in Blogs
The percentage of corporate bloggers is expected to dramatically increase as more brands launch their social media strategies. However, the biggest impact that a marketer will have won't be on their own blog, but rather engaging and associating their brands with contextually and demographically relevant blogs.
Readings: The invasion of the advertising blogs How brands can win in the blogosphere
An interesting article in the WSJ on blog advertising: Many Advertisers Find Blogging Frontier Is Still Too Wild
At their best, blogs are an advertiser's dream: the diary-style Web sites that feature running commentary and reactions are tightly targeted niche markets where avant-garde enthusiasts regularly return to read, post and send in tips. Well-placed blog ads can boost a company's image as cutting-edge. Plus, they're inexpensive: $350 a week, for instance, for premium positioning on Mr. Denton's high-profile inside-Washington blog, Wonkette, which got 2.2 million "page views" last month, a measure of how many times a single visitor looks at one Web site page.
But many companies are wary of putting their brand on such a new and unpredictable medium. Most blogs are written by a lone author. They are typically unedited and include spirited responses from readers who can post comments at will. Some marketers fear blogs will criticize their products or ad campaigns. And, like all new blog readers, companies are just learning how to track what's being said on blogs and which ones might make a good fit for their ads.
Here is an example of Advertising in Blogs: a boy named Carl Ocab makes money by putting advertisements in his blog. He started writing his blog in February, 2007. His slogan was “Make Money Online With A 13-Year Old.” As you can see in his blog, there are more than 10 advertisements on his homepage. He was ranked #1 by Google for “Make Money Online” in 2008.
If you are interested in reading more about Advertising on Social Media read below: People Like to Share
Tips on Social Media Advertising
New Advertising Marketplace
As the advertising world increasingly stir towards new media, there's been a flourish of creative new marketing strategies for advertising world and Right Media is one such website. Right media promotes a business model of online advertising as a transparent marketplace akin to a trading floor.
Right Media’s system allows website publishers in real time bidding to participate in multiple ad networks and automatically display ads from whichever network will pay the highest price per impression for their ad space. Automated bidding includes factors like geographic location of each impression and conversion rates for the site and user (cookies). Bidding goes on in real time relative to predetermined campaigns - the enterprise version of Right Media currently runs 30,000 auctions per second.
The company says that more than 2 billion impressions are traded daily through its service. The service includes a filtering system to prevent malware distribution through Ads and enforces publisher criteria. Publishers are able to exercise very granular control over what ads run on their sites. Right Media’s enterprise component has participants that include Fox Interactive, Tribune and Looksmart. Yahoo! clearly supports the model and will be auctioning non-premium ad space of its own through Right Media.
Right Media
The Right Media Exchange has made the concept of a fair, open, standardized marketplace, and the efficiency and profitability that result for all buyers/sellers, fundamental in our industry.
Today, over 170 Exchange members, and the 45,000+ buyers and sellers they bring with them, trade over five billion impressions a day on the Exchange. While it started as, and continues to be, the most sensible solution for monetizing and buying non-premium inventory, that's only a fraction of the picture. RMX is a holistic solution for managing your ad business-from full ad serving, to business development, to business expansion [1]:
What it is...
- The technology platform that can power you entire business
- Fosters the largest open community of buyers and sellers (advertisers, agencies, publishers, networks)
- Helps Protect your brand and users
- Empowers you to manage and innovate your business [2]:
What it isn't....
- an ad network that buys and sells media
- an intermediary between advertisers and publishers
- solely a vehicle for non-premium advertising
- a plug and play solution [3]:
Marketing and Advertising in Social Networking Sites
Social Networking sites such as Facebook and MySpace play a major part of the new media we have today. As millions of Americans and people around the world "log on" to these major social networking sites, people profiles are being exposed publicly world wide. In November 2007 Facebook launched a new innovative method to online advertisement. A cost per click or CPC advertising method used similarly in search engines. This is called Facebook Ads. Although MySpace has been the portal to public exposure for many music artists, it has never offered a cost per click program for its users until recently this year with a beta version myAds.
Advantages
The CPC program offers a new and innovative method to advertise online. The difference between social networking CPC programs and search engine CPC programs is the accuracy in the target audience. Because these networking sites require users to enter personal information such as nationality, birth date, occupation, and marital status, it allows leverage over searching audience targeting. With these vital information social networking CPC can provide advertisers to target a niche audience. For instance, an undergraduate student who seeks employment may be able to target CEO and employer profiles. It also becomes a search place for employers to seek possible employees of their choice by filtering advertising profiles. This article, Use Facebook Ads to Make Employers Hunt You Down, explains this new phenomenon very well.
Disadvantages
Like all advantages trails disadvantages. Users who wish to publicly display themselves for whatever agenda will have to pay a fee. The fees vary with the size of the audience and may become costly if not managed properly. The above article uses only a handful of users that had achieved success at a low cost. However, placing a CPC ad may not guarantee employment rather just exposure. Nonetheless, with every new innovation there will be a price tag.
Free Advertising Method In Networking Sites
Social Networking websites such as Facebook and Twitter can be used to market your products for free. Most of the businesses are doing this by creating their public profile, which mean a page. Social networking website like Facebook allows you to make a page,a public profile, which enables you to share your business and products with your facebook user. By creating a page on facebook, you can market your products to millions of user on facebook. After creating a page on facebook you just have to send a link of the page to other people, who can either join it or become a fan. The newsfeed of facebook will tell the other friends that the follwing user become a fan or joined a group or page. After developing a large number of connections with the user on facebook, a business promoter can easily inform the fans about the upcoming products, sale events, and discount coupons. They can also get the feedback about their products and get the idea about what their customer demmands and wants. For example most of the fashion retailer have their pages on the facebook and they mention in their stores that follow us on twitter. They put their catalogs photos on the page which informs the fans about the new collection. The more people who like and comments on the photos of that page, the more it spreads among the facebook user.
Article Marketing
As we can see from this section new media marketing has its fingers in almost every aspect of the internet. From social networking sites to mobile phones and many more. In this paragraph I will introduce another method of advertising using new media. This is called article marketing. Article marketing is simply an article that is written about a particular subject or product and is written ins a way that promotes the reader to use its services and/or buy its products.
The internet provides an unlimited storage space for documents and its millions of users all have something to say. People may post blogs or articles. Written articles are stored in article databases like ezinearticles.com, findarticles.com, and www.amazines.com. These are just a few examples of those many online articles databases that can be found on the internet. The most popular article databases maybe store articles into the thousands. These articles discusses topics ranging from lawn mowing to the best teeth care products to fat loss programs.
In the beginning of the internet boom articles written were used of information only. But as the number of internet users exponentially increased article content increased as well. CPC was the preferred method and most popular for internet entrepreneurs to advertise. But as briefly discussed earlier it may become costly for smaller business owners. Especially when competing against popular keywords; which may run up to $2.00 a click. So business owners began to find other ways to advertise that is inexpensive and virtually free; article marketing.
In article marketing the business owner may write an article about their product or service provided. These articles may be written in formats like product/service reviews, "a new and better way to...", or just a plain old article about fishing with links to a fish and tackle online store. There are many creative ways advertisers may use to "wedge" their link in the article. Here is a perfect example of an article to sell a product.
Article marketing is becoming or as became a battlefield for advertisers. Its free content and storage is irresistible and many advertisers dive into it and make better ways to rank their articles through google, yahoo or any of the major search engines. These articles become more and more SEO (search engine optimization) manipulated. As more of these articles are injected into the web the more irrelevant a topic maybe. This jeopardizes the integrity of articles written on the internet.
Email Marketing
The online environment is now firmly entrenched as the media of choice for consumers and business leaders. Marketers use web2.0 techniques for websites and landing pages. Sending automated, sequential email campaigns, and using social media and blogs as a marketing tool, and searching for ways to improve engagement with narrower segments of the target audiences become a necessary component of marketing mix.
The old approach makes sense when the marketers consider that their company's websites is under their complete control while with most other outlets they are hamstrung by the limitations of someone else’s user interface. The email design is constrained by the limitations of email clients and ESP (Email Service Provider) mailing practices. With dynamic media such as video they are limited by bandwidth. With social media they can manage their images and text, but the interface presentation is up to the whims of designers trying to please everyone else in the world. Every marketers rule their own site, so it is tempting to put the bulk of their effort into it.
That’s why making email the backbone is not about abandoning the website’s utility in the marketing strategy, but about treating everything outside of it as part of the total web presence. Each outlet becomes an extension of the messaging for various demographics, vertical markets, or products and services. marketers can create a path for users to reach landing pages, blog posts, or web assets. No matter what path their customers use to reach their and gather information about their company’s offerings, there is only one central hub that ties all of it together: email.
How Does it Work?
People are usually not making any decision in the very first time. Email provides a perfect tracking stage of buying process... from hello through purchase.
Hello > Learn > Test > Validate > Purchase
People come to the website with various expectations about the products and services. Perhaps they’re in the analysis phase and just want to download a whitepaper, or maybe they are almost ready to purchase and need pricing. Web analytics tools help the marketers track a prospect’s online activity, allowing them to craft relevant messages, build stronger relationships, increase conversions, and drive revenue. Once people join their email program and give them permission, They can send their subscribers timely, relevant, and personalized communications on a scheduled basis. Because what they think is relevant and what a prospect finds relevant may be different things; tracking campaigns to see what triggers purchases — and what triggers high levels of opt-outs — is a critical part of any email marketing campaign.
Execution
With email marketing, it is very easy to let the message and design of a campaign get out of hand. It takes effort to keep the idea simple and the acquisition path clear. With product updates, partner announcements, events, promotions, and numerous other excuses for articles, it is tempting to let the message become diffuse. The customer receiving the email has too much to read and too many choices to make, obscuring your message.
With current email marketing practices, the average campaign is run every few weeks or monthly, and the message includes more than one idea. Most marketers won’t inundate their readers with emails more often than that. This trend is now shifting to more frequent emails, requiring the marketer to scale down the message.
Email marketing can seek a deeper level of relationship with the customers, and ask for permission more frequently. This means that the marketers can engage more often, as long as avoid taxing the customers’ patience with multimessage emails. The email marketing strategy for the next decade should be focused on:
• Creating shorter, more targeted messages that focus on one key offer.
• Setting action triggers in the email marketing program, to send one of these short emails when a customer takes a certain action at any one of the numerous outposts.
• Tracking opens and clicks to specific campaigns and apply a score to each action, measuring the depth of a customer’s interest in the offer.
Raise Awareness
Digital content types that can go viral include photos, widgets, compelling offers, articles, and podcasts. ‘forward to a friend’ link in the footer of your email is a "must". This is a great way to enable recipients to share the email with friends who might also be interested in the company's product or service.
Beyond email campaigns, marketers can increase content reach by adding social bookmarking to the website. This enables visitors to bookmark key pages across their social networks. In 2010, marketing campaigns have even more viral by adding video to your email newsletters. Create content that is ready to share, because it is newsworthy, educational, or entertaining. This entices the readers to pass it on to others.
The viral trigger turns a passive viewer into an active influencer, who sets “viral” marketing into motion by broadcasting a message that drives awareness and generates leads.The ultimate goal is to get the viewer from just passively consuming the content to actively sharing it. The best part of adding sharable media to the email is that marketers can track and monitor impact every step of the way, including impressions, clicks, views, drop-offs, view times, and viral sharing.
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I am working on this page (Yu Man Chan)
Social Media Marketing
Twitter is a free micro-blogging platform originally designed for its users to communicate with their followers and tell them “what they are doing.” Since then, Twitter has become one of the biggest social media websites on the Internet, and is now largely used by “tweeps” (twitter user) for both personal and business purposes, resulting in the building of a ton of relationships with other tweeps all around the world. No longer is Twitter just used as a one-way communication tool to tell others what people are doing... Today, Twitter is more like a social networking chatroom that allows users to chat with other tweeps and further maintain the relationships they have worked so hard to build.
In-stream Advertising on Twitter 
Mobile Marketing
Mobile Marketing is one of the newest uses of new media by businesses. A global marketing association has been formed to exploit this new platform/technology called Mobile Marketing Association The association has codified mobile advertising guidelines, consumer best practices guidelines, and produced a 53 page glossary of terms. The use of mobile devices for search is growing immensely. In the United States search increased by 104% from June 07 to June 08.
Google Introduces 
Google recently released a new mobile operating system called Android: An Open Handset Alliance Project. This platform, also known as CupCake allows users to record pictures and videos from their phones and share them right away with an option that asks whether you want to share the file through e-mail, SMS, MMS and even upload them on YouTube. This operating system will also allow users to upload pictures to Google's Picasa web albums. Moreover, Android also brings some improvements to Android's Gmail features.
This platform is built from the ground up to support marketing and advertising opportunities for businesses. By allowing for open code, companies can have applications created specifically for their needs in serving their customers. The whole mobile interface for a android-phone is extremely user-friendly. For instance, you literally touch and drag anything on the home screen, from the status bar to individual apps. However, the marketplace or "appstore" for the android-phone's is still relatively small Android market.
Google's android platform differs from their competitors in that the android platform is release for a number of different phones. This kind of marketing penetration allows people to familiarize themselves with the android platform and thus, which in due time, will allow developers to turn their attention towards the android-market and ultimately enlarge the apps available for the Google's android.
This is how Android works.
AdMob Launches: First Mobile Pay-Per-Click Ad Marketplace
[4]
Omar from FotoChatter just sent out a message to the Mobile Monday SV mailing list announcing the launch of AdMob - "the first pay-per-click mobile advertising marketplace." From his email:
After spending a great deal of time and money trying to find the best way to publicize fotochatter, we stumbled upon a high traffic mobile site and negotiated a very low cost pay-per-click campaign with fantastic results. I figured that there should be a better way to bring mobile content publishers and advertisers together, and AdMob was born. AdMob is all about the open mobile web; I believe that pay-per-click advertising will serve to democratize the market, and allow anyone with a great mobile product or service to reach consumers without having to negotiate a carrier deal. There are a number of mobile specific features built into AdMob, such as device and platform specific targeting (need to target symbian devices in Europe? no problem), as well as easy to build mobile pages complete with click-to-call links for advertisers who don't have mobile sites. Things have been going great, and since our soft launch we've served over a million ads, and have brought in excited advertisers such as Orb Networks. So if you have a mobile site you want monetize, or a mobile product or service you need to promote, I encourage you to check it out. It's still fairly new, so I also welcome any comments or advice that might help me better enhance the offering.
Traditional Media and Use of New Media
Many television shows include text options for viewers. American Idol allows viewers to vote for their favorite performers by text message. Deal or No Deal gives viewers the chance to play from home by texting. This allows the old media platform of network television to utilize new media to make their shows more interactive, a main property of many new media technologies. Younger audiences are more inclined to watch shows that give them this opportunity.
Subliminal Messages in Marketing
Blinks are messages described as one-second spot of audio. At this stage, some media are interested in that type of advertisement. The main idea is to promote subliminal message trough the use of audio. A subliminal advertisement is something that the audience can perceived only if it pays attention and it has a specific target. For instance, as we saw the ad on 2000 campaign with Republicans using the word "rat" to describe Al Gore, the democratic nominee. According to some experts, the blinks are a possible way of ad and we see the beginning of this in Mc Donald's jungle, and the BMW's Mini Cooper. Furthermore, some say that blinking is "not building a brand; it's refreshing a brand". On the other hand, others expressed a pessimistic point of view. Some are concerned with the verifiability of the ad because at this stage there no technique to monitor the tracking of one-second of ad in audio.
Contrary to the audio, in the late 90's we see the development of one-second TV spot. There is a possibility of market development. The main barrier is still the eqipment needed to handle one-second ad on TV.
Work Cited: Duttge, Willow, Advertising Age 6/12/2006, Vol.77, Issue 24
Data Mining
Data Mining click this to link to our Data Mining Wiki
Organizations
Formed by Mashable, is the Social Media Advertising Consortium (SMAC)which is an organization that "an organization that brings together various members of the social media community to collaborate, explore critical issues, and establish relevant standards in a fast-changing industry". SMAC
Article introducing SMAC: [5]
Social Media Solutions Companies
1) Social Media
2) IEPLexus
Research on advertising on Social Media
1) Interactive Advertising Bureau (IAB) Platform Status Report
