Monthly Archives: June 2013

Don’t You, Forget About Me…

A lot of emerging media today (social networks, blogs, digital videos) is either found on or pushes consumers to a company’s website. If that sit’s information is outdated, looks old or does not function easily, those consumers may look to the competition.

Many companies are using their social networks (Facebook and Twitter mostly) to create a lot of their buzz. It’s so easy to update news or share tiny bits of information, it can save on advertising and if you’re lucky enough to get something to go viral it can really impact your business. However, a lot of companies today focus too much on that content and forget that customers need a place to go to get more. (This reminds me of those At&T ‘We Want More’ ads.) The goal of emerging media (or any media for that matter) is generating leads, enhancing a brand’s visibility, and putting the company’s subject matter expertise on display. All of these pieces should push your consumers to your website. Using these emerging media pieces are important in today’s technology world, but these pieces need somewhere to push customers to and their website is perfect.

Companies should be designing their pages for their customers. There are two m?????????????????????????ain reasons a company or brand has a website and that is (1) to communicate with their current and potential customers and (2) for ecommerce purposes. If a customer gets to the site and cannot easily find the information needed because it is not designed properly or the content is outdated they are going to go somewhere they can find what they need.

Websites are expected to be deeply comprehensive, rich with descriptors and specifications, offer reassurances, serve as a conduit for initial introduction, and so much more. Social media is good, but the website is still the main image of a company. With content marketing being so important using your website can be the key that sets your company away from another (who also may have forgotten about their website.)



Learning Emerging Media

I guess when I first started this blog I should have focused on what emerging media is and what it means for marketing and communication today. Traditional media — print, television and radio — can still be found on a regular basis, however, those mediums are falling behind in use, due to todays dependency on digital technology.shift-to-visual-social-media

Something that is really impressive is the number of people technology is allowing to gain access to information. The explosive expansion of mobile phone subscriptions in developing countries could soon erase a substantial portion of the digital divide between rich and poor. With such a wide variety of people accessing information they want to get it in the quickest and easiest way possible. Agencies from marketing to public relations need to get that information into their hands in words or images that relay the information properly. Visuals are a great and effective way of getting that information across.

Visual information is provided through social media sites such as Twitter, Facebook and Tumblr. Written communication has not disappeared and blogs are still being used (obviously), however these social media platforms provide micro-blogs. Even micro-blogs became more multi-media driven as we watched Tumblr take off and YouTube reach more than 4 billion views daily. 

Emerging media has helped take information from 1,000 words to 140 characters in some cases. Now the public is in large part the advertising voice of a company product, for better or for worse. The public having more control over companies has forced some of our favorite brands to interact more with their customers. That interaction has lead to a transparency where consumers are able to better trust companies and see how they are striving to offer what the customer wants.

Media will continue to change and there will be innovative accomplishments and there will be those that just don’t work. Regardless, companies of all types need to stay current with these medias or fear falling behind and out of the reach of their consumers.