Marketing and Advertising using New Media
From Baruchnewmedia
Introduction
Ways of reaching customers with offers and reminders about brand existence have constantly been a challenge for many businesses. Whether they are looking to launch a viral campaign or just interact with their customers, marketing and advertising is given a great advantage by utilizing New Media platforms.
A web-application such as Facebook, allows users to interact with one another for a myriad of reasons: friendship, networking and business. The company, in this case Facebook, receives advertising revenue by leveraging its amout of subscribers. Some of the benefits to the public are certainly not limited to reconnecting with old friends, they interact with one another on everything from suggestions on where to eat out on a first date to getting a collective opinion before making a big purchase.
Using a web-application like Twitter, companies can attract customers or potential customers to follow them. Having a constant connection to customers when you’re a business is more than likely what companies have dreamt of for decades. Furthermore, this was an action that was taken by the consumer i.e. they chose to follow the company. Even when looking at the possible downside: negative reviews and brand bashing. The company has the option to take the criticism head on and hopefully turn it into a positive outcome. The perception then may be that the company is listening to its customers and value their business.
Using New Media when advertising a product or service is also very useful. Getting a companies brand out there along with their messages of new product launches, promotions, brand reminders and rebranding efforts. Using a New Media tool such as a blog can become very profitable for a company looking to advertise. If there are enough people following a particular blog(s) it can really have an impact on a companies product or service. Although, recently, blogs they have come under some scrutiny because companies are giving product(s) to bloggers which in turn would sway them to give favorable reviews on products because in a way they have been compensated. In Tim Arango’s article in the New York Times, he sheds some light on the relationship between bloggers and the companies whose products they write about. Arango says, “The F.T.C said that beginning on Dec 1, bloggers who review products must disclose any connection with advertisers, including, in most cases the receipt of free products and weather or not they were paid in any way by the advertisers.” This is one step further in looking out for the consumers’ best interest. A gift can possibly sway ones opinion and can be seen as a form of compensation.
Additionally, using the New Media to build and reinforce advertising campaigns has become increasingly popular. Companies can create their own profiles on social networking sites to stay in touch with their customers or prospective customers. This is a valuable instrument because it allows a level of interaction never used before that can really create an emotional bond between customer and business.
Using a site like Youtube can do wonderful things for a viral campaign. Although there are some campaigns that have not needed YouTube’s platform such as Kodak’s Elf Yourself campaign. This campaign, launched around the holidays, allowed people to essentially crop out the faces of friends/family or coworkers and paste them on the bodies of dancing elves. In Rebecca Larson’s report, she says, “Companies are responding to the changing trends of consumer information obtainment and desire for relational and personal experiences through social media technologies. One such technology that companies are now employing to truly engage the consumer in the purchase experience and brand promotion is viral marketing.” The reason it becomes so effective is because once it is looked at, it is then forwarded to people within the same social circle and forwarded many times thereafter to reach a wide variety of people.
All in all, the business of advertising and marketing has truly benefited from New Media platforms. Whether companies are interacting with their customers to solve issues or promote a new product or deploying a viral campaign to reach as far as it can to get a message across. Given the ability to really have a finger on the pulse of the consumer is probably one of the most important things any business can ask for.
Sources
- Arango, Tim. “Soon, Bloggers Must Give Full Disclosure” New York Times. 5 Oct 2009. B3
- Larson, Rebecca. The rise of viral marketing using through the new media of social media. North Central University. Web.
Marketing using New Media
Marketers are increasingly using New Media to connect with their audiences. Through blogs, product reviews and feedback, podcasts, 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. --John 00:43, 20 November 2008 (CST)
Use of Virtual Worlds in Marketing
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. John 00:39, 20 November 2008 (CST)
Readings:
- Does Virtual World Advertising Work?
- Virtual World Advertising: A wasteful expense, or a bargain for marketers?
- Engagement - Why don't brands create their own virtual worlds or MMOs?
Are Virtual World Marketing Efforts Falling Flat?
By Miguel Lopez EmailMay 24, 2007 | 12:37:35 PMCategories: Virtual Worlds
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
Lana 00:24, 5 October 2008 (CDT)
Advertising using New Media
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
eli 13:44, 30 September 2008 (CDT)
How brands can win in the blogosphere
John 22:11, 1 October 2008 (CDT)
Advertising on Blogs
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.
--Taratorn 24:56, 17 October 2008 (CDT)
--Lana 23:50, 4 October 2008 (CDT)
eli 22:02, 19 November 2008 (CST)[1]
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 [2]:
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 [3]:
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 [4]:
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 Picassa 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.
This is how Android works.
AdMob Launches: First Mobile Pay-Per-Click Ad Marketplace
[5]
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. Regards, Omar
Lana 13:06, 16 October 2008 (CDT)
New Advertising Method in 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.
The Beginning of Viral Marketing
by Diana Dover
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
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.
Television Advertising
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.
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 opportunies 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.
--Taratorn 20:37, 8 December 2008 (CDT)
Also you may read about Online TV in the New Media in Entertainment section.
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.
--Ousmane 6:54, 12 December 2008 (CDT)
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
Characteristic of New Media Advertisement
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).
--Jongkyung Kim 11:15, 15 December 2008 (CDT)
