Marketing and Advertising using New Media
From Baruchnewmedia
Social Media and Advertising
For businesses allocating advertising budget is an important element in designing a business strategy. Now a days it also important to consider a trade of between the Traditional advertising and online advertising or new media advertising. New media advertising is cheap, focused and target oriented.
The effects of new media in advertising are very extensive in scope and it carries advantages and disadvantages. New media not only make it easy for businesses to reach their customers but also create a tool for businesses to compete among themselves for their market share. Also, advertising using new media is less expensive and more focused. The cost of advertising using new media can be free whereas there is no medium in traditional advertising that provides you with the opportunity to market your product for free.Moreover, since this type of advertising is interactive, it can offer businesses with feedback from its customers, therefore allowing them to improve their way to run their business or the products they offer. On the other hand, new media advertising has raised privacy issues among the audience. Social networks allow millions of people to view personal information about themselves creating problems when it comes to who and what they want to share with others. There has been instances where identity has been stolen from clients that have put their personal information to network with others sharing same interests. Therefore this media is intended to be use with discretion.
The field of advertisement has changed immensely on how people obtain their products and how they feel about different companies. New media has changed the way people shop. Now people can buy online not only for their clothing but also for their groceries. New media provides businesses great methods to promote and sell their products simultaneously. Amazon is a great example showing how people interact through new media and build business relationship amongst themselves. Amazon first started with just books to sell, people bought it online and have reviews not only about the seller but also on the product itself. It has grown above and beyond, and today it sells practically everything.
Traditional advertising takes a lot of time and requires businesses to spend a lot of money. New media technology added with advertisement has created a cost effective and efficient ways to interact with the consumers which is extremely in today’s economy. New media has given advertising a new face in which we all as consumers and businesses can reap the benefits from.
By: Ammar Ayub
Marketing and Advertising in Facebook
For the past few years advertisers have shift their gears and started advertising on social networking sites such as on Facebook than traditional advertising. Facebook has easy and improved connections between people online establishing a central location that let friends interact through, games, photos, video clips and even make purchases. Facebook has enormous opportunities available for all business to take advantage by advertizing on the site.
Facebook Affordable Advertising Strategies and AD Options
Facebook open up new opportunities for smaller businesses, on a much smaller budget to access potential clients from all over the world. The cost of advertising on Facebook regardless of which option selected pay per click or pay per thousand impressions is cheaper than placing an ad in newspapers, magazines or posting a bill board. Cost per thousand impressions is a formula that calculates the cost of ads, each time your ad loads on the screen the ad server may counts that loading as one impression. This statistical information is tracked and sent to advertisers. The formula is CPM rate multiplied by the guaranteed times advertised and the advertisers will have the cost of the advertisement. Pay per click can be a flat rate or a bid rate either way advertisers are paying according to how many times their ad was clicked on. Facebook diversified ad options gives marketers the opportunity to choose from creating a Facebook page or Group page for their business which are excellent ways to target potential customers. Facebook has made it very easy, affordable and placed the process in one central location for the marketers to try out what works best for them. http://www.facebookrevealed.com/ http://www.littlemanmarketing.com/2011/04/discovering-what-facebook-advertising-cost-models-are/
Facebook Targeting Capabilities
Facebook mega database of people detailed personal information and global outreach allows Facebook to have direct targeting advertising capabilities. This practice is appealing to advertisers because it’s tailoring advertisement to an individual’s personal interest which gives greater odds for a purchase as an end result. This could also be considered a form of behavioral advertising.http://fashionablymarketing.me/2011/03/facebook-real-time-behavioral-advertising/
Facebook has a feature called Ads Manager that gives progress reports with statistical information on your ad campaign to help you visually track the impressions and clicks you are receiving. One of Facebook tracking systems is called cookie which tracks and stores site preferences, shopping cart contents, and the identifier for a server-base session. Conversion tracking is another system that Facebook utilizes and it tracks the number of times the desired action purchases and signups occurs divided by a modified number of impressions or times your ad was shown. http://ads.ak.facebook.com/ads/FacebookAds/ConversionTrackingGuide.pdf
Page Insights Measure Fans' Word of Mouth
With the new changes that are coming with the new Facebook in October of 2011, there are important implications to marketers who haev been advertising on Facebook. In the past, Facebook had a simple tracking method with keeping up with campaigns on Facebook. Now, Facebook released a new dashboard that will measure the reach of individual Page posts, which will allow third-party agencies to have the ability to build their own tools on top of this new Facebook data, and a new ad unit that gives companies the chance to create ads out of Page posts.
Called "Page Insights", Facebook is trying to emphasize on the importance of sharing on Pages due it's effect on the brand’s reach. The Insights tab, which is only viewed by the administrators of the page, has a list of the Page’s total number of fans ("Total Likes") and the total number of other people reached via those fans ("Friends of Fans"). [1]
Sponsored Stories
Along with Page Insights, Facebook introduced a new form of advertisement available for businesses called "Sponsored Stories". Sponsored stories stories that are eligible to appear in any user's News Feed. These show up on the right-hand column of pages on Facebook. The types of stories that can be surfaced include: Page likes, Page posts, Page post likes, check-ins, app shares, apps used and games played, and domain stories. Facebook refers to this form of advertisement as a "source of word of mouth that occurs naturally" due to interactions that user's friends have with businesses and organizations. The stories about their activity are generated into the News Feed of users and when the same stories appear again as Sponsored Stories it's more likely that the consumer will learn about the things their friends like. [2]
As of November 2011, Sponsored Stories were to be included in the new "ticker" that had been added to every user's profile, which provides a real-time updates of all user's actions. For example, when there would be a Sponsored Story featured in the news ticker, it would show a few friends that have recently interacted with a business/organization. Many Facebook users responded negatively to this new feature, viewing it as an unimportant addition to their personal profiles. This move shows how Facebook is continously expanding their advertising platform for marketers and advertisers.[3]
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 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. It allows for potential exponential growth of a messages's influence and exposure. 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 an 18-month period. This incredible success 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
Using New Media to Leverage Your Marketing Dollars
A new era of interactive electronic marketing is redefining and expanding the role of custom publishing in the marketing of credit union services. While not replacing print, a brand message and financial content can be effectively produced for a credit union’s website, sent as an e-mail newsletter, presented within a webinar and delivered as an RSS (Really Simple Syndication) feed in text, podcast, or vodcast format. Credit unions can deliver their message when, where, and how each individual member wants to receive it. In many cases, members can be exposed to the same message through a number of delivery channels, boosting the expected response. What’s more, credit union marketers can better leverage each investment in original, branded content by deploying it across their entire communications platform.
Repurposing Content for Multiple Media
A custom publication that is prepared for the print medium can be economically converted to HTML format for posting on a website. Then it can be viewed online, downloaded to a consumer’s desktop, or delivered as an RSS feed and, within a heartbeat, forwarded to a friend. In addition, an electronic version can be e-mailed to an opt-in e-mail list with a teaser rate or special offer. Each article in the e-publication can contain links to other pages on your site, such as loan application forms or your current rates page.
Digital content can also be deployed as a blog for each branch manager or adapted for use as a retirement planning webinar. The webinar can be created as a PowerPoint presentation and uploaded to your credit union’s website.
Increased Measurability for a Stronger ROI
According to a recent study by Roper Public Affairs and Media for the Custom Publishing Council, 89% of chief marketing officers would use custom media more if there were a good way to measure ROI. As media options increase in custom publishing, so do the opportunities for – and complexities of – tracking and measurement. How do you know which promotions are pulling the best response and which placements are duds? The old saw, “I know half of my advertising works – I just don’t know which half,” reveals a potentially budget-draining mistake many marketers make.
Your most valuable resource could be a vendor who can help you not only develop your custom publications in various media, but has the resources to track and compare your results. Highly intricate tracking methods can now measure both calls and clicks from members responding to a promotion. Calls can be tracked to pinpoint duration, geographic location, and conversions and can even distinguish which media placement prompted the call. Click tracking can reveal number of clicks, opens, downloads, and conversions.
Results can be compared to determine which media generate more leads, which promotions pull best, which create the greatest online traffic, and so forth. Tracking is measured in real time, so you immediately know what works and what doesn’t, allowing you to adjust your ad spend long before the erstwhile business reply card would have found its way through the mailstream.
Mold Your Publishing to Your Credit Union’s Needs
Ultimately, the new media options allow you to construct a marketing program that excites your membership and generates optimum response while promoting your consistent brand message. Reaching your market means meeting them where they spend their time and are most receptive. Perhaps it’s at the kitchen table, on the bus, working out, balancing a laptop – or two or more of the above. And now, that’s where your credit union’s message can find them, too.
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.
The idea of Video-Streaming websites allows businesses to capture an audience that are interested in specific subjects. YouTube, which is one of the popular sites today, sets a great example of how the use of video-streaming advertising can promote businesses to a wide range of targeted consumers. Once an individual looks up a video on YouTube, the site puts up related ads and videos on the subject. For example if you search term include car the YouTube ads window will show different offers from companies who provides car insurance. Moreover they also show advertisements relating to the cookies stored on their computer. Businesses also use YouTube to upload their own videos to advertise their products.
Most people stream movies, television shows, and videos online, due to the time constraint in their daily lives. This gives an opportunity for businesses to more of a broad access to people who don’t have time to watch television. Television is a broad medium where it plays a 30 second commercials in many channels, while video streaming is more focused and concentrated on what message they want to send out to their target audience. Furthermore the YouTube videos force consumer to watch an ad because to watch a particular video you have to see an ad. Unlike TV you cannot change your channel to skip an advertisement.
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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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Advertise on broadcast.com
Broadcast.com is the leading aggregator and broadcaster of streaming media programming on the Web with the network infrastructure and expertise to deliver or "stream" hundreds of live and on-demand audio and video programs over the Internet or intranets to hundreds of thousands of users. Because all of our content is either audio or video, we're able to offer advertisers unique advertising opportunities to reach our upscale, educated, web-savvy audience.
Interactive Multimedia Advertising - The broadcast.com Difference
Broadcast.com delivers media-rich ads to a multimedia-enabled audience. We offer a variety of media-rich audio and video advertising opportunities, as well as traditional banners and buttons. Broadcast.com has developed a targeted ad solution that automatically drives traffic to an advertiser's jump page, in conjunction with an audio or video ad. Because broadcast.com's content is 100% audio or video, advertisers' multimedia ads are seamlessly integrated into the consumer's experience.
Broadcast.com's Audience
Because we offer such a wide variety of programming, advertising on broadcast.com ensures that you will reach your target audience, whether it be a regional audience, sports enthusiasts, in-office businessmen at their desktops, computer techs, or any other demographic segment. Most importantly, we can deliver your target audience directly to your website and offer a unique advertising opportunity that will set you apart from the competition.
Online Video Ad Spending Annual Growth Peaks In 2012
eMarketer has a new report available that details yearly projections for online video ad spending through 2013. The report, titled “The Video Advertising Online Report,” demonstrates that although 2008 was the year of both the elections and the olympics, in another 4 years, the industry should be much more ready to capture the potential online video advertising dollars.
“…by 2012—when both traditional and alternative media companies will be distributing far more professional-quality video content online, and when the national elections and the summer Olympics will contribute far more to video ad spending than they will in 2008—annual growth will peak at 78.9%.”
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.
Hulu
Hulu, the popular and free online video hub, has some things to celebrate as it heads into its third year, The New York Times’s Brian Stelter and Brad Stone write.
The site, a venture of NBC Universal, the News Corporation and the Walt Disney Company, has been profitable for two quarters, Jason Kilar, Hulu’s chief executive, told The Times in an interview on Monday. Hulu has successfully brought online TV into the mainstream. And now it appears set to move beyond standard computer screens with an application for Apple’s iPad, The Times said, citing four people briefed on its plans.
Mobile Advertising
By: Kriti Arya
The invention of smart phones created a new method to capture consumers with just a simple text message. Smart phones are enriched with programs known as applications for many purposes. Through these applications businesses can sell right from the phone, showing catalogs updating sales events. This keeps the consumers constantly updated, and increases the chances to a rise in revenue at the same time cutting cost. These are the many techniques that new media uses in advertisements.The effects of new media in advertising are very extensive in scope and it carries advantages and disadvantages. New media not only make it easy for businesses to reach their customers but also create a tool for businesses to compete among themselves for their market share. Also, new media is less expensive than the traditional advertising since it uses less material when transmitting its messages and can target a broader amount of audience at the same time.
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
Using Social Media Internet Marketing For Advertising
For many years, credit unions have produced, printed and distributed newsletters for their members. Custom and semi-custom newsletters have been an effective way for credit unions to brand themselves, educate members about smart financial practices, and promote their products and services. In their infancy, most publications were a modest two-page, two-color newsletter but, over the years, have evolved into high-end, coffee-table-quality magazines.
But move over, printing, and make room for the digital age. A new era of interactive electronic marketing is redefining and expanding the role of custom publishing in the marketing of credit union services. While not replacing print, a brand message and financial content can be effectively produced for a credit union’s website, sent as an e-mail newsletter, presented within a webinar and delivered as an RSS (Really Simple Syndication) feed in text, podcast, or vodcast format. Credit unions can deliver their message when, where, and how each individual member wants to receive it. In many cases, members can be exposed to the same message through a number of delivery channels, boosting the expected response. What’s more, credit union marketers can better leverage each investment in original, branded content by deploying it across their entire communications platform.
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 [4]:
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 [5]:
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 [6]:
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.
Advantages of New media/ Internet advertising
Online Media advertising helps in targetting a selected audience for conveying specific information. Millions of users log on to the Internet everyday which gives greater visibility to the online advertisers. Internet advertising is also useful to track information about the number of users who visit the website everyday.
Marketing and advertising on the Internet also helps in lowering the costs incurred through traditional form of advertising. Internet advertising enables one to conduct transactions using an interactive meduim catering to a given audience based on their age, gender, background, demography,interests targetting specifc needs.
Internet advertising is done through advertising banners which is an interactive meduim to communicate with the users. Advertising banners have been used for online marketing since the 1990's and have become a popular marketing tool.Many advertisers use banner ads to give publlicity to their products or services.
Marketing and advertising companies use creative banner ads to generate curiosity among the users so that they click on the banner to see further information. This gives greater visibility to the advertiser with more audience reach and helps in branding.
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, which is not always a good thing. Some employers would take one look at the profile and see a drunk picture and immediately disqualify the candidate from the position. 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.
New Media Marketing for small business
Affordable to the Smallest of Businesses
Both email marketing and mobile marketing have risen in popularity amongst business owners due to its effectiveness as a means of building customer loyalty and increasing revenue. Until very recently, the costs of email marketing and mobile marketing were prohibitive to all but the largest corporate players, and as such the market (certainly for mobile marketing) remains largely untapped to this day. Direct marketing using these methods has undergone a revolution in recent years. It has finally come to the forefront as a successful and affordable way to market to targeted individuals.
Email and SMS marketing are amongst two of the most highly responsive forms of direct marketing available. These forms of marketing require you to gather permission from the prospect in order to send ongoing messages, meaning that the messages that are sent are received by a truly receptive audience. This also allows for sending specific messages to certain subscribers, which makes for much more targeted campaigns that produce much more serious results.
Up until very recently, upfront costs have served as a major barrier to entry for these particular kinds of marketing for many smaller businesses. The ongoing costs of email and SMS mobile marketing also contributed to the inaccessibility of these as marketing channels.
Given the advancement in surrounding technologies and the availability of marketing agencies set up to provide these services, email marketing and marketing by SMS now require very little outlay in terms of infrastructural costs. These advancements have also led to a vast reduction in the marginal costs of sending each new marketing message.
As a result, businesses of all shapes and sizes, and across different industries and sectors can afford to market through mobile and email channels with very little, if any, fixed costs of getting started. Also, the costs associated with actually sending marketing messages over either email or SMS are relatively small, with the only spend required on the margin side of the business if you are offering discounts.
Now, email marketing and mobile marketing are now affordable and accessible to even the smallest of business owners, and there is no excuse not to seize the opportunity and leverage the benefits of these relatively new technologies in order to grow their sales. While for some, the concept of marketing online is still alien, those that have already embraced the values of modern technology can benefit from diversifying their marketing strategies, with email marketing and mobile marketing leading the way.
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 Web 2.0 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 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.
Sometimes, marketers can get out of hand with the constant emails but now more ISPs are directing these bulk messages to spam folders. When a person click-through or open up one email, they may unknowingly invite that company to continue distributing unwanted mail. After the CAN SPAM act was passed, the government decided it was OK for marketing companies to burden inboxes with tireless amounts of unwanted emails. However, people were not happy with this because a waste of space and time. On the other hand, if a person forward an email to a friend about an ad he/she saw, then that is fine.
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 regards to marketing, many now have their own twitter accounts. Advertising on twitter is much different than traditional forms of advertisement. By creating a twitter account a company is able to either target users whom are interested in their products and thus follow the user or the organization can choose to follow individuals in order to peak their interest in the brand.
In-stream Advertising on Twitter 
Promoted Tweets
One of the features that marketers and advertisers can use on Twitter in order to promote their product is the "promoted tweet". Promoted tweets are tweets that are purchased by advertisers who would want to reach a larger volume of users or to spark engagement with existing followers. These tweets act as ordinary tweets, in the sense that they can be retweeted, replied to, and favorited, except they are labeled as "Promoted". These tweets are first displayed as regular Tweets to those following the account but then advertisers may promote the tweet to spark additional conversation. These tweets are not considered advertisements due to the fact that it is still part of the organic Twitter feed. This mechanism combines both search engine marketing and social media marketing but has a twist due to how personal the tweet is. Promoted Tweets only appear when they are relevant to the user based on their retweets, favorite tweets, etc.[7]
While Promoted Tweets may be extremely beneficial to marketers and advertisers, it also proves to be an extremely costly measure. Twitter offers this service for $120,000 to run for a whole day. The reason for such a high pricing is backed up with data as to how users are extremely engaged with tweets and offers high engagement levels with users when compared to their competitors (Facebook, Google). With such a premium pricing on their business model, Twitter is only looking to gain quality partnerships. Premium pricing strategies, such as what Twitter is currently employing with the promoted tweets, seek to long-term gains rather than short-term gains.[8]
Twitter and On-line Marketing
Twitter has also completely changed the way the on-line marketing is done. It became a one- to- one relationship between the user and the brand. Consumers share their personal experiences and preferences via Twitter and in doing so they are disposing valuable marketing information absolutely for free. Moreover, it is no longer delivering a message to consumers but having a conversation with consumers and listening to their requests. With that also comes an enhanced customer service. Many companies use Twitter to reach out to consumers to get their feedback and apologize for any product or service related flaws. Furthermore, with Twitter control of production is shifted to consumer. Twitter itself as a company utilizes users’ posts and comments to come up with new features. No longer the company has to do expensive research, conduct lengthy campaigns and polling, since all they have to do is ask a question and they will get the respond what’s on followers’ mind.
Facebook is also a free social networking platform originally designed for Harvard Univ. students to connect with each other throughout all campuses. People were able to display their relationship status, religious affiliation, networking groups, etc. Now, it reaches an estimated 600 million people worldwide. This diverse array of registered users makes it easier for companies to direct their marketing strategies towards certain individuals based on similar interests in their Facebook profile. On the right of the screen, there is always a column for advertisements related to a single word found in the profile. Companies profit from these ad placements because even though nothing may be bought, if a person clicks on the ad once, the company gets a click-through rate. Now imagine 600 million users clicking on the same advertisement at least once. Even though there may not be celebrities promoting products like on Twitter, just seeing the adcleverly tucked away at the side can provide a marketing advantage for companies.
As of summer 2011, Google unveiled a new social platform, Google+, where people were able to socially connected through Google. It was a strong competitor to enter the field of social networking and has been in a beta version for some time to get feedback. While adjusting minor problems, Google released Google+ to the general public and allows all users to connect socially through "Circles" of different friends & "+1's" to certain articles found online. With a lot of buzz generated around this social network, businesses were trying to find ways to get their brands and products to finally surface on this social media platform. As of November 2011, Google+ launched Branded Pages, allowing businesses and brands to join Google’s social network.
With the introduction of Branded Pages, Google is allowing local businesses and brands to receive more exposure to those using Google+. The Google+ brand pages look similar to Google+ Profiles, except for an icon that states that it’s a Page rather than a Profile. Users can add brands such as Fox News, the Dallas Cowboys and Angry Birds to their circles, check out their information and browse photos. When users add a brand to their circles, it increases that brand’s follower count and simultaneously, their exposure. [9]
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
[10]
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. Another way traditional media such as books and newspapers have become modernized to fit into the New Media wave is via Web links to communicate and collaborate creatively and digitally, which implements a few of the 5 C'S.
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
iAd Launches: Advertising Re-imagined
The Mobile Web experiences a tremendous growth in recent year, smart phones becomes necessary objects, since then, eyeballs are shifting away from the desktop/laptop to their mobile devices, mobile networks. Therefore, mobile rich media vendors are taking advantage of this exciting new medium. Website such as FACEBOOK, Twitters, Yahoo, MSN, ESPN etc are launched their mobile WAP Sites to get more revenues. According to Wikipedia, WAP is an abbreviation of Wireless Application ProtocolWAP,and according to Mary Meeker of Morgan Stanley, mobile users will soon pass the desktop users by end of 2013 or beginning of 2014.Mary Meeker: Mobile Internet Will Soon Overtake Fixed Internet Therefore, Mobile advertising will soon become the hottest marketing tool.
Because of this swift, marketers find this as a new way to expand their markets, the mobile WAP Application. Regardless of the rapid growth of the Mobile Web due to the increased of smart phone users, there are challenges within the space. Publishers and advertisers must uncover strategies that provide dynamic marketing experiences that transcend all other mediums. However, at the same time provide their audiences with a consistent user experience. Apple’s new iAd platform is a major step in that direction. It does not rely on the Mobile Web; instead it leverages developers’ applications.
Ultimately the term “Mobile Web” supposes that what is built for the “wired web” can be crammed onto a mobile device so advertisers will have to rely heavily on the rapidly growing application space. iAd provides a simple and unique solution that overcomes many of the challenges that the Mobile Web present.
What is an iAd?
iAd is an renovated mobile adverting perform created by Apple Inc. They provided advertisement spaces for Brands and Application developers to reach out to the population by serving the iAd inside the application. Just like their mission statement on Apple Inc. website, iAd combined “The emotion of TV. The interactivity of digital. The power of mobility.” The major different between an iAd and a Mobile Web advertisement is iAd only target iPhone and iPod touch users within their Application, and will expand their demography to iPad users in the near future.
What Publishers have via the iAd platform?
iAd is an advertisement that you can not only watch, hear, read but only play with. Apple Inc. is trying to make “we believed people will like advertisement again.”iAD By doing that, the creative team created a serial advertisements for brands such as Campbell soups, JC Penny with the mobilities of TV commercial, interactivity of digital. Examples are:
iAd provided In-ad downloads allows user experiences a real C2B interacting experience. iAD-Brands
iAd also give a wider option for Brands promote their products through visual mobile commerical.
iAD-Brands
In-line audio and video funtion give the audio commerical mobility to show out side of the TV Box.
iAD-Brands
iAd gives a new definition of interacting between a commerical to the end user. It's the end users option to read/watch what they want.
iAD-Brands
QR Codes
A form of mobile marketing comes in the form of a matrix bar code meant to let readers receive information as soon as they snap a picture of the code. This is also known as a QR (quick response) code and can be seen used by marketers and advertisers worldwide. This form of advertising has had huge success in Japan, where consumers have developed a relationship with advertisers by simply using their camera on their phone. This code also acts as a gateway between the digital and physical worlds. Examples of certain information that may pop up from a QR code include nutritious facts, special offers, exclusive content, price quotes, or even the ability to make a hair-cut appointment. Although certain marketers are skeptical in using this new technology, it allows the consumers to transform the advertisement from a passive experience to an interactive game. [11]
As of 2011, QR codes are used by a whole variety of businesses including (but not limited to) magazines, movie companies, and any brand. An example of a successful QR code campaign is seen with Calvin Klein. Most advertisements that Calvin Klein has on billboards tend to be racy and borderline inappropriate. Some advertisements were even banned in a few countries for the suggestive images. Baring this concept in mind, Calvin Klein released a QR campaign named "Get It Uncensored" to promote their products without offending anyone. The code with then link to their advertising campaign featuring their new line of jeans and such.[12]
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: [13]
Social Media Solutions Companies
1) Social Media
2) IEPLexus
Research on advertising on Social Media
1) Interactive Advertising Bureau (IAB) Platform Status Report
Scholarly Articles
New media seems to be a relatively new form of media. It really started in the last few decades. The usage of new media in business evolved in the last few years. This usage take communication technology via the internet to provide real time content. Today exponential growth of technology and mass users creates some ground for researchers trying to understand this phenomenon. Here is some of the research done on the subject.:
1) A New Marketing Paradigm for Electronic Commerce
2) New Media: Interactive vs. Traditional
New Media In Business- Real Stories
This section include stories from companies that used new media to attract and improve their position through marketing and advertising.Different companies use different strategy, taking advantage of new media technology. The marketing per say is not always visible for the naked eye. But brand recognition and customer retention are a big part of theses efforts.
1) New Leaders for Disney’s Interactive Media Group http://mediadecoder.blogs.nytimes.com/2010/10/03/new-leaders-for-disneys-interactive-media-group/
2) Can Twitter Lead People to the Streets? http://www.nytimes.com/roomfordebate/2010/09/29/can-twitter-lead-people-to-the-streets/new-medias-trust-sources?scp=6&sq=new%20media%20&st=cse
3) Study Finds That Apple Dominates Tech News http://mediadecoder.blogs.nytimes.com/2010/09/27/study-finds-that-apple-dominates-tech-news/?scp=3&sq=new%20media%20%20advertising&st=cse
4) Twitter Begins Publishing Ads in Users' Streams http://adage.com/digital/article?article_id=146822
5) 10 gov Web apps that get results http://gcn.com/articles/2010/07/19/great-gov-apps-summary.aspx
New Media Related Websites
1) New Media Social is your one stop international new media portal for new media and digital media information, discussions and jobs. This site also provides professionals with a complete medium for new media jobs complete with associated knowledge on topics that are fresh and new from around the globe. http://www.newmediasocial.com/
2)The New Media Journal provide relevant socio-political issues http://www.newmediajournal.us/
3)Founded in 2005, Mashable is the top source for news in social and digital media, technology and web culture. http://mashable.com/
Reference
1.Larranaga.J(2007). Using New Media to Leverage Your Marketing Dollars. http://www.cunamarketingcouncil.org/news/1422.html
2.Broadcast.com. http://yahoo.brand.edgar-online.com/EFX_dll/EDGARpro.dll?FetchFilingHtmlSection1?SectionID=1103759-4329-127488&SessionID=hmZFHFiYvetBjP7
3.Robertson.M. Online Video Ad Spending Annual Growth Peaks In 2012. http://www.reelseo.com/online-video-ad-spending/
4.New Media Marketing – Now Affordable to the Smallest of Businesses.(2011). http://logicpath.com/blog/general/new-media-marketing-now-affordable-to-the-smallest-of-businesses/comment-page-1
5.Successes at Hulu.(2010).http://dealbook.nytimes.com/2010/04/01/successes-and-some-growing-pains-at-hulu/
6.New Media Advertising – An effective marketing tool. http://www.exchange4media.com/e4m/bottombarfiles/New-Media-Advertising-An-effective-marketing-tool.asp
