With the advances in communications technology, consumers expect a more “user-defined experience” when communicating with your company. Rather than passively receiving marketing messages, your customers and prospects want to decide what information they receive from you as well as when and how they receive it. “New media” digital communications makes it possible to deliver customized content whenever and however it is most convenient for the customer. As with traditional marketing communications, new media is most effective when both the message and the medium are precisely targeted to the audience. For example, in the case of a financial institution, a hurried businessperson may want to download a podcast on cash management and listen to it while commuting, while a retiree may prefer to read a printed newsletter article on reverse mortgages delivered to his mailbox. Most customers probably respond best to a combination of traditional and new media with varying preferences for one over the other. With today’s market segmentation technology, you can identify the mix of communication tools that will be most relevant to your individual customers. New media communication tools enhance the digitally delivered message with interactive components that involve and engage users. Some of the most common being utilized by marketers are: Podcasts — Multimedia content files available on the Internet that customers can download and play back on mobile devices or personal computers Streaming video — Multimedia content that is viewed as it is delivered over the Internet. The media stream can be delivered live or stored for “on-demand” delivery Mobile marketing — Messages delivered through wireless devices including text messaging on cell phones and PDAs through wireless Internet and e-mail connections Online games and tools — Customer interaction with your Web site through sophisticated games, calculators and other tools Here are some examples of how marketers can combine new and traditional media for customer communications with maximum impact:   MOBILE GOES MAINSTREAM       49.2% of marketers say they are at least considering mobile marketing in 2007. 13.8% say they will definitely conduct either mobile campaigns or campaign tests this year.       Source: MarketingSherpa, Email Marketing Benchmark Guide, November 2006     Linking old and new to influence behavior A large managed care organization plans to use new media in combination with the company newsletter to encourage members’ use of generic drugs. A newsletter article will feature a Web address (or a link in the e-newsletter version) that takes the member to a landing page with a generic drug finder. The member enters a brand name prescription and gets a list of generic equivalents. A cost-savings calculator and ingredient comparison tool are also available. Members will have the option to sign up for a triggered e-mail that notifies them when generic versions of their prescriptions become available. Offering a test drive for a new technology product In another example, a major cable/telecom provider has plans to promote a product that allows customers to create their own Web sites. The company’s e-mail newsletter will include a link to a special landing page with a product simulator that demonstrates how easy it is to use. On-demand messaging Podcasts and streaming videos deliver engaging, content-rich messages on-demand to customers. Financial institutions might use audio podcasts or live Webinars to educate first-time homebuyers about the mortgage lending process. A resort destination or cruise line could offer streaming video that allows prospective guests to take a virtual tour of the facilities and amenities. Instead of passively receiving information, customers in each of these examples are actively involved, making it more meaningful and relevant for each individual. For more information about how you can engage customers more by adding new media to your current marketing mix, contact us at marketing@first-marketing.com or call 800.736.0145.
Stacey Mironov is the Creative Marketing Director at First Marketing where she oversees copy, art direction, digital media and marketing. To reach Stacey, e-mail smironov@first-marketing.com.