Читать книгу Marketing in the New Media - Holly Berkley - Страница 19

The digital lifestyle is all around us, and it reaches all corners of the world in some way. A few years ago, my husband and I traveled to Dublin, Ireland, and all the way to Mexico City to see U2. With my Verizon Pocket PC cell phone in hand, I could stay connected to the office back in San Diego, California, at all times. In fact, most clients didn’t even realize I was out of the office. Along the way, we used the phone to snap photos and capture videos of our travels (as well as of Bono, of course!). We stayed in touch via text messages with our friends without having to pay long distance telephone charges.

Every night of the concert, in every city of the tour, Bono asked the audience to pull out their cell phones and send a text message to make a difference in his ONE campaign. No matter how many times I saw this, I was still amazed that almost every person in the audience had a glowing cell phone to help light up the night. Such a long way from when people held up cigarette lighters at concerts! Bono told his audiences that we had the tools to make a difference and have our voices heard. That power was right in our hands.

The idea of power in consumers’ hands is a key component to marketing in the new media and the basis behind the continued growth and evolution of the digital lifestyle. Successful new media marketing has two primary goals: to reach a very targeted audience at the right time, when they are most likely to take an intended action, and to encourage the growing trend towards consumer control of media and content. Targeting, timing, and true consumer-generated media (CGM) are what make all the elements I describe throughout this book work effectively.