Читать книгу Marketing in the New Media - Holly Berkley - Страница 31

I’d like to emphasize again that new media differ from any of the traditional media channels in that consumers are actively engaged in the media and seeking out information. New media marketing is less interruptive, more targeted, and relies on a person’s genuine need to socialize and to seek and share information. Compared to letting content of television and radio come to them, Internet users are actively engaged and more likely to take direct action when they see your marketing message. This is not to say the traditional media are ineffective; in fact, I am suggesting quite the opposite. In order to create a successful campaign, you can no longer choose new media or traditional advertising campaigns — you must work to incorporate both.

Here is an example: a March 2006 survey by Burst Media found that nearly half of consumers said television most effectively captures their attention, but those same consumers admitted that when it comes to actually making a decision to purchase a product or service, the Internet ranked first. They went so far as to say that the Internet was their primary source for this information (eMarketer, May 2006a).

As you read this book, remember that the key to combining traditional and new media marketing is not only about exposing your brand to your target audience, but about truly engaging the consumer, by encouraging them to take action and become more loyal to your product.