To date, we have covered a number of innovative products, techniques and futuristic examples in the area of New Media and its application in Integrated Marketing Communications. There are so many tools available now for the IMC practitioner in the field of New Media including digital smart phones, Bluetooth, Podcasting, Blogs, Vlogs, Widgets, Web site design tips and many more informative discussions have been posted to this blog. While these new innovative technologies often create a tremendous amount of excitement for marketers, advertisers and communicators, we must not forget the lessons learned using traditional media and use this knowledge to skillfully integrate these experiences to the demands of new media.
Bruce Nelson, vice chairman of Omnicon Group, reminded IMC students that they are in the business of condensed story telling during his presentation at the fourth annual West Virginia University School of Journalism’s Integrated Marketing Communications Information Weekend held May 30-31 in Morgantown. According to Nelson, “Condensed story telling is at the core of what brings all of the disciplines together.” According to Todd Cohen, author of the article titled “Effective Marketing – Using New Media to Tell Your Story”, Cohen states “Your job as a communications officer is to get your organization’s story told… Doing your job today still requires building your connection to news people and using words and images to make your story sing. But it also requires that you study new media, embrace it and put it to work.”
Cohen goes on to state in his final message, “New media offer unprecedented opportunities to rethink how to tell your story. The challenge is to be resourceful and willing to communicate your news in new and innovative ways. You don’t have to reinvent the wheel. Study new media. Talk to people at other organizations like yours. And do some surfing, talking a look at how other organizations – nonprofit and for-profit alike – are using the web. Then think about your own communication goals and decide which new media best fit your strategy. Above all, in using new media, use common sense and keep it simple.”
Consider what Raquel Baldelomar, Managing Director for Quaintise Communications has to add to our discussion this week with her video titled “Intelligent Deployment of New Media”.
Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/
As most of you who read my blog on a regular basis know, I’m always searching for new innovative technologies to add in my IMC toolbox. In fact, remember the video I shared on July 5, 2008 on Microsoft Surface? If so, then you will enjoy today’s discussion on Obscura Digital. Since 2000, Obscura Digital has been developing technology-driven creative solutions for Fortune 500 companies and leading advertising agencies around the world. Obscura’s team of technologists, creatives and strategists are continually developing new forms or “experiential marketing” and, in the process, helping shape the future of advertising. With Obscura Digital’s proprietary software, they are able to turn virtually any surface, from the side of a skyscraper to the hood of a car into a stunning, high-resolution video display. Obscura’s exclusive patented hardware includes motion-triggered and multi-touch screens that allow people to interact and truly engaging ways. Obscura combines their technology and creative expertise to create large-scale immersive environments, holographic projections, laser graffiti, motion triggered billboards and much more. Obscura Digital’s vision statement states: “Our vision is to develop our technology into a whole new medium – one that’s not dependent upon a device such as a cell phone, television set, or computer, but allows people to tap into a vast cloud of digital information and interact with it in a new and meaningful ways from any surface, any place.” Obscura Digital understands how important creating truly unique, interactive experiences with customers are to business. According to Kara Tsuboi, reporter for CNET’s multimedia team, “Sure, I've played with Apple's iPhone and Microsoft's Surface, but not only is Obscura's touchscreen much, much larger, there's virtually no delay and there's a certain grace to the technology that just makes it enjoyable to play with and watch.” Check out CNET’s video on Obscura Digital titled “Taking the digital billboard to the next level” below – it’s totally cool!
So, what do you think? Does Obscura Digital have a jump on Microsoft Surface in terms of its application in IMC? Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/ ~Dan
Thursday, July 17, 2008 / 11:15 PM (EST) / Widgets – A New Innovative Way to Promote Your Brand – USB Style. • What are Widgets? How can Widgets benefit IMC practitioners? What about adding Widgets to my Blog? These questions and more are answered in a simple, easy-to-understand article presented by to techFAQ. According to techFAQ: What are Widgets? In the ever-increasing race to create a more user-friendly World Wide Web experience by expanding options for internet users, the opposite outcome can happen by isolating many users with complex internet functions, programs, and terminology. So it is nice to see that the internet user experience is getting easier and less complicated in some ways. One of these ways is with the implementation and use of widgets.
The term "widget" can refer to any icon or graphical interface element that is manipulated by the computer or internet user to perform a desired function online or on their computer. For example, the icons located on a personal computer's desktop are considered widgets. By clicking or manipulating the widget in some way with the mouse or keyboard, the user is able to interact with the computer or website, essentially "telling" it to perform desired functions.
User-friendly websites are increasing their use of widgets to simplify and enhance the internet user's experience. Buttons, drop-down menus, and basically any other element located on a web page that is able to be manipulated by the user to perform a function is considered a widget. There are hundreds of thousands of people logging on to the World Wide Web for the first time each day. Almost none of them are going to be particularly "tech-savvy" on their first experience so simplifying websites' usability is imperative.
Some more examples of widgets: • Stock tickers • Media player buttons • Web browser controls • Email function controls • Social-networking sites that enable information sharing • RSS feed icons • Interactive graphs, charts, and other statistical media
Widgets are typically pieces of programming code embedded in an image file. They can be set up to react to mouse clicks, mouse rollovers, and keyboard commands from the computer or internet user. Since users demand simplicity with increased functionality, it is important to note that the use of widgets is becoming more widespread and the term encompasses more functions as new methods of user-interface manipulation become available.
Widgets have been strongly embraced by webmasters, web companies, and internet users that champion the new Web 2.0 format of websites. As Web 2.0 websites grow in popularity, the trend for user experience simplicity and functionality will grow. Widgets will play an ever-increasing role in allowing users to share, store, and create information on the World Wide Web.
Based on the info above, let’s go to widgetbox.com and upload a widget called “Social Media Power”. It’s really quite simple, just select the widget of choice and select the “Blogger” logo, enter your identification and password info, then select the location you want the widget to appear – then save. It’s that simple. You will now notice “Social Media Power” on the right column of my blog – too cool!
Want to see the future of Widgets and IMC? Are you looking for a new, innovative way to promote your brand? Then check this video out!
Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/
Web advertising can easily be coordinated with other forms of IMC promotions due to its deliverability, flexibility and inexpensive cost. In fact, the very purpose of IMC is to tie in Web sites with other company promotional communications in a way that’s attractive, easy to navigate and functional (Perez, 2008). The automotive industry has been quick to react to this trend based on the increasing number of consumers going online to shop for vehicles.
Pete Batten, author of “Key innovations from the world of auto marketing” for Imedia Connection states, “As you would expect, today's biggest trends in the automotive industry all revolve around e-commerce. As more consumers head online to research and shop for vehicles, vehicle sellers and marketers have to provide the websites, electronic tools and online information consumers want and need. Yet, they are also challenged to attract and retain in-market auto shoppers to their online turf, especially during a weak – and therefore highly competitive – economy. This calls for innovation in areas such as campaigns, eye-catching visuals and clever SEO tactics” (Batten, 2008).
Batten outlines five innovative tactics using New Media too connect with customers. The first is Mobile Marketing where dealerships are using e-coupons delivered via text messaging through cell phones. The second innovative New Media tactics involves the creative use of deploying Internet videos to prime sales calls through MyDealerBroadcast. The third tactic involves Web services. According to Batten, “Web services allow companies to focus on core competency – how the application manipulates and enhances data for the best consumer experience – rather than structuring, warehousing and updating the source data.” The fourth technique utilizes SEO to generate leads for dealerships. Companies like eBizAutos and NowMarketPlace.com have been significant contributors in helping dealerships generate leads using this process. The final tactic involves Vertical ad networks. Batten describes this process using General Motors as an example. Batten states, “General Motors, for example, recently began offering its dealers a comprehensive digital marketing package for free. Designed to drive more in-market shoppers to GM dealership websites, the program will enable GM to better coordinate its national advertising message with its dealers' local advertising for consistent messaging that grabs casual shoppers, as well as sophisticated, brand-savvy shoppers.”
For a detailed description of how the Mobile Messaging campaign works, Check this video from iDIGtxt Mobile Marketing Solutions.
Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/
~Dan
References:
Batten, P. (2008). Key innovations from the world of auto marketing” for imedia connection states – Imedia Connection retrieved July 13, 2008 from http://www.imediaconnection.com/content/19405.asp
Perez, H. (2008). Lesson 8: Creative Considerations in Emerging Media. IMC 619 New Media – West Virginia University retrieved July 6, 2008 from https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct
To begin, IMC practitioners must be able to place themselves in the customer’s shoes when considering the structure and design of their new web site. According to Aaron Kahlow, a partner in Business Online and a leader of web site usability comments, “Most Marketing professionals are way too “close” to their offering, corporate vernacular and all things related to their industry. So things like nomenclature and content grouping often fall in line with their corporate focused thinking – not the users.” Kahlow highlights a key issue facing web designers today. IMC practitioners must take the time to get it right the first time because “You Never Get Another Chance To Make A Good First Impression”. This includes knowing the target audience better than your competitors and proving it by creating a web site that’s both relevant, informative, entertaining and organized (Perez, 2008).
An article written by Sharon Lee titled “Human-to-Human Design” helps support our discussion by focusing on the visitor or, end-user of a web site. In fact, Lee’s article fits well with Chen and Wells’ Attitude Toward the Site (AST) scale which uses three “Human” dimensions to evaluate corporate sites including entertainment, informativeness and organization (Perez, 2008). According to Lee, “A good website is built on two basic truths—that the internet is an interactive medium and that the end user is in fact human. In other words, it is meant to be an experience.” IMC is all about developing long-term relationships through positive brand/customer experiences that coordinate seamlessly through the company’s web site, catalogs, retail stores and products (Perez, 2008).
What are some techniques or design tips we can use to enhance the experience? According to Perez, the best web sites are attractive, easy to navigate (Consider the three-click rule), and functional plus, as stated above, web sites must tie-in with the rest of the company’s promotional communications. Probably the greatest feature offered by the Internet is simply based on the interactive nature of the web. Interactivity is also presumed to be an influential factor in improving the quality of a company’s web site. In the context of IMC, the potential for customer interaction facilitates relationship marketing and customer support to a greater degree than traditional media (Perez, 2008).
Remember, I’m suggesting tips for those considering a web site for their small business in the near future. These guidelines should help get you thinking in the right direction and provide you with more in-depth links to articles on content, color & graphics, etc. To get more detailed information on design tips from the pros, check out some of the articles available on “A List Apart”. Also, consider what these pros have to say about:
“Web Design Mistakes”
“Effective Web Site Design”
and why “Experience is the New Reality”.
Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/
Richard Edelman’s introduction to the 2008 New Media Academic Summit emphasizes that for Public Relations practitioners, “It’s just not about having a journalism degree anymore.” Consider Edelman’s introductory highlights from the state of the communication industry:
• Sales of newspapers and news weekly magazines are in a decline compared to last year • Ad sales of weekly magazines are in a “terminal” decline • Advertisers are going directly to the passionate consumers and moving away from traditional media (i.e., using user-generated media) • Companies are moving toward creating social network eco-systems (example being the Obama campaign which has a strong online presence through a variety of networks: Twitter, MySpace and Web.) The Obama campaign is creating a “surround sound” effect for voters, which guarantees that people see his content and reinforces the notions of his speeches and campaigns and allows users to easily share content • Global Revolution in sharing messages (i.e. China). Changing the messages to being a shortened form, with the voice of new coming from a “average person” • Changing nature of the big corporation • Wal-Mart is changing the conversation about them toward its sustainability and commitment to “green” products. An example of companies realizing and exhibiting their power in the market place and not being a passive recipient of government action Do any of these issues sound familiar to IMC practitioners? In fact, I’m somewhat amazed that some “old school” PR professionals are just now realizing that maybe they should stop thinking of themselves as “preachers of the Clinton spin room.” In fact, listen to the advice Edelman provides his audience:
“PR is moving toward a new way of communication where they share an “informed view” with their consumers and constantly update their messages and engage in a conversation with them rather than dictate the conversation. PR professionals have to listen, learn and adapt to the way they communicate with their audience and with their messages. And PR professionals have to earn their consumers trust by yielding control and allowing the messages they have to share to be communicated from representatives from all levels of the company and be communicated from the bottom up.”
Integrated Marketing Communications means combining the synergies of New Media, Public Relations, Marketing and other related disciplines (Market Research, Consumer Behavior, Sales Promotion, Brand Management, etc.) into one process for planning, executing, and monitoring messages that create long-term, customer relationships. I commend Edelman for suggesting that current PR students “must be comfortable cross platform”. Maybe next year, Edelman will acknowledge the power of IMC and universities like West Virginia University and NorthWestern University who are ahead of the curve in preparing students for challenges and expectations the industry has for the professional marketer/communicator.
Also, although not related to the subject above, Check out some new exciting New Media opportunities Microsoft has developed (Microsoft Surface – The Possibilities):
Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/
Police Departments across the nation now have a new crime fighting tool in their arsenal that allows tipsters to not only remain anonymous, but to remain silent while reporting vital information on criminal activity. The technology is called “Texting” and it can be done anywhere, anytime and most importantly, essentially unnoticed in most situations. Today’s mobile technology including “Qwerty” keyboards in newer cell phone models allow for quick and easy texting, especially among the already experienced texters of the younger generations.
In a story released July 2, 2008 from Associated Press titled “Police wnt u to fight crime w/txt msgs” by Mitch Stacy, “Police hope the idea helps recruit teens and 20-somethings who wouldn't normally dial a Crime Stoppers hot line to share information with authorities” (Stacy, 2008). Law enforcement agencies have always encouraged citizens to step forward a report crimes for many years. Organizations across America, like Crime Stoppers and the Neighborhood Watch Program have originated from the desire to keep our streets and neighborhoods safe. In fact, part of Crime Stoppers goals includes: • Helping Crime Stoppers be the most cost effective crime solving tool for law enforcement. • Building a strong communications network among US Crime Stoppers programs, law enforcement, and the general public.
From an IMC perspective, texting can be a great tool for creating and maintaining long-term customer relationships. In fact, IMC is about synergy and creativity, integration and communication (Duncan, 2005). Take a look Crime Stoppers video on TipSoft Software – Anonymous TIPS Creator:
Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/ ~Dan Reference:
Duncan, T.R. (2005). Advertising & IMC, (2nd Ed.). McGraw-Hill Irwin, New York, N.Y.
While the primary focus of this blog has centered on new media vehicles and their respective contributions to the field of Integrated Marketing Communications, a recent “explosion” over copyright issues have surfaced entirely on the concept of “fair use”.
In an article recently posted on MarketingVOX.com titled “AP Takes Bloggers on in Copyright Fight; Arrington Boycotts It”, Irene Keselman, the intellectual property governance coordinator for the Associated press, sent a letter to the Drudge Retort, arguing its long quotes from AP news stories fall outside of "fair use" parameters.
The debate over “fair use” and how the content is used seemed to be the true heart of the controversy. According to Keselman, “The use is not fair use simply because the work copied happened to be a news article and that the use is of the headline and the first few sentences only.” According to influential bloggers like Jeff Jarvis and Michael Arrington, “AP doesn't get to make its own rules around how its content is used - if those rules are stricter than the law allows."
While Arrington plans on banning AP articles from TechCrunch, he isn’t the only person upset with AP’s recent fiasco. Just type “AP’s fight with bloggers” into Google’s search engine and you’ll quickly discover numerous threats to ban, boycott or fight back against AP’s proposal to charge bloggers a fee for using the content of AP articles.
If bloggers are referencing or citing another’s work, regardless of where the content originated from, I feel bloggers have a certain ethical responsibility to credit the source from which information was taken. In fact, I suggest bloggers use the American Psychological Associations Publication manual (5th Ed.) as a guide to help ensure proper credit to owners of intellectual property. In addition, I also feel a hyperlink to a referenced source is also acceptable. As long as AP receives credit for their work and the blogger provides a link to the source, then readers can decide for themselves what “spin” is more credible. After all, that’s the beauty of a blog! Blogs provide people the opportunity to express their views and have a voice on the web.
To hear more on this new media controversy, Check out the video titled “Harvard’s Advice to Bloggers on AP Copyright Fiasco”:
Bloggers Speak Out! What’s Your Thoughts on AP’s “Fair Use” Claim? Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/
Brief History: According to Ian Peter, author of “The history of email” on NetHistory, the first important email standard was called SMTP, or simple message transfer protocol. SMTP was very simple and is still in use - however, SMTP was a fairly naïve protocol, and made no attempt to find out whether the person claiming to send a message was the person they purported to be. Forgery was (and still is) very easy in email addresses. These basic flaws in the protocol were later to be exploited by viruses and worms, and by security frauds and spammers forging identities. Some of these problems are still being addressed in 2004.
But as it developed email started to take on some pretty neat features. One of the first good commercial systems was Eudora, developed by Steve Dorner in 1988. Not long after Pegasus mail appeared.
When Internet standards for email began to mature the POP (or Post Office Protocol) servers began to appear as a standard - before that each server was a little different. POP was an important standard to allow users to develop mail systems that would work with each other.
These were the days of per-minute charges for email for individual dialup users. For most people on the Internet in those days email and email discussion groups were the main uses. These were many hundreds of these on a wide variety of topics, and as a body of newsgroups they became known as USENET.
With the World Wide Web, email started to be made available with friendly web interfaces by providers such as Yahoo and Hotmail. Usually this was without charge. Now that email was affordable, everyone wanted at least one email address, and the medium was adopted by not just millions, but hundreds of millions of people (Peter, 2004).
What Direction is Email headed in the future?:
According to Erica Driver, principal analyst at Forrester Research Inc. in Boston, "The discussion is no longer about just email; it's an entire collaboration platform." Vendors such as Microsoft and IBM have put together communication suites that include not just email, but instant messaging, social networking and collaboration tools as well.
In fact, Email has become a staple for communication, and a still highly ranked reason for even getting online. The very act of emailing has penetrated nearly every aspect of our lives, and is quite central to most of our online activity, across social media-sharing sites, notifications, event-planning and tracking appointments.
This brings us to the point in the discussion where we highlight the efforts and positive contributions Zenbe is having for IMC practitioners. Zenbe is a new free webmail service, aiming to deliver the best email experience on the web. Zenbe has now teamed up with Twitter. Twitter is a free service that lets you keep in touch with people using the web, your phone, or IM. According to Paul Glazowski, “The ability for users to now instant message one another and correspond with friends and followers through Twitter from within the Zenbe environment is a big convenience, and with no advertisements to speak of, Zenbe seems to provide one of the best webmail experiences of any data aggregator of its kind.” IMC practitioners now have the opportunity to send a variety of “opt-in” messages through an interactive platform which takes full advantage of wireless technology and mobile marketing techniques. Just take a quick peak of recent videos created by Zenbe and Twitter.
Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/
~ Dan References: Peter, I. (2004). The history of email – NetHistory retrieved June 28, 2008 from http://www.nethistory.info/History%20of%20the%20Internet/email.html
To date, we have touched on several consumer-generated topics including blogs and podcasts. What does Vlogs have to offer IMC practitioners? According to Perez, “In IMC – vlogs are even hotter than podcasts. Vlogs – short for video blogs -are a terrific way to generate a buzz (Perez, 2008). If vlogs are such great tool for generating a buzz, then let’s investigate why this is the case!
According to Nikki Chase’s article titled “Mini-Movies, Wide Web”, Video blogging allows filmmakers to engage with viewers directly via web, iTunes and even cell phones. In fact, "Vlogs are showing big media that viewers want to do more than sit back and watch. Vlogging makes it easier for us to share videos," Garfield says. "The exciting thing is that this video can come from an expensive video camera, point-and-shoot digital cameras, or cell phones. Now that a lot of people are walking around with video production devices, you are going to see a lot more video being shared."
Wow! Now we can see why Vlogs are great for generating a buzz plus, we begin to establish a greater understanding why there is a revolution occurring in the consumer-generated media arena. Now that we know vlogs are great for generating a buzz, especially due to the fact that many of these video clips not only capture the attention of the press plus, vlogs are often linked to by many bloggers, we should really dig deeper to determine precisely what benefit vlogs offer IMC practitioners. According to Perez, the number one reason to vlog is to get publicity. That’s right, publicity!
Catherine Seda, author of the article titled “Videos and Blogging Make a Great Marketing Combo – Ignite a publicity wildfire on the web with a video blog”, states, “Why vlog? It’s got publicity power. A good video clip gets attention online--it’s instantly talked about and linked to by bloggers. Every day, ordinary people are becoming superstars thanks to online video. And business professionals who jump in early and publish “infotainment” will generate a whole lot of traffic” (Seda, 2007).
Perez puts a great spin on some final considerations when considering vlogs to help promote your IMC campaigns. While video clips are relatively inexpensive and “another great way to generate traffic at no cost”, “These campaigns tend to flare up and flame out quickly…but those 15 minutes of fame might be all a company needs to transform a campaign or set it off with a bang! (Perez, 2008).
Want to see what BMW is doing with Vlogs? Check this video out!
Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/
~ Dan
Reference: Perez, H. (2008). Lesson 6: The Reel Deal: Short Films & Streaming Media. IMC 619 New Media – West Virginia University retrieved June 22, 2008 from https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct
First, let’s define what Advergaming is. According to the ITV dictionary, Advergaming - In the Interactive TV gaming environment, advertisers incorporate some aspect(s) of the company/brand into the game itself. It’s a kind of integration of interactive TV advertising and programming. Often the game itself revolves around the company or brand. The primary benefit Advergaming provides to IMC practitioners is that they can provide extremely immersive experiences for key demographic audiences (Perez, 2008).
Advergaming has been around since 1995 when founders Garry Kitchen and David Crane formed a company called “Skyworks” which took a great interest in designing a gaming platform exclusively for online or Internet applications. Today, Advergaming has received a lot of attention in the industry press over the past couple of years and it’s not wonder; with worldwide sales expected to top $1.7 billion by the end of 2008, Advergaming is hot (Perez, 2008).
Want to see more on Advergaming? Want to view some statistics that show why Advergaming is growing in popularity? If you are ready for an entertaining video with convincing data on Advergaming, then check out SIA Interactive’s video below:
I’m convinced, are you? Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/ ~ Dan
Reference:
Perez, H. (2008). Lesson 5: Can You Hear Me Now? M2M, Advergaming, In-gaming Branding & RSS feeds. IMC 619 New Media – West Virginia University retrieved June 17, 2008 from https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct
As I stated last week, Podcasting has been compared to the likes of TiVO in that “You can automatically receive the programming you want and listen to it whenever and wherever you want (Ennico, 2006).
In fact, Cliff Ennico article provides four basic steps involved in creating a podcast as outlined by Oren Shachal, podcast producer for software maker Intuit Corp. First, Shachal informs readers that they will need special podcast studio software and a USB microphone to get started. For Mac users, this will most likely cost you a few bucks. For those using Windows computers, the software (Audacity) is the most popular podcast studio software and best of all; it’s available as a free download from the company’s website (Audacity® - The Free, Cross-Platform Sound Editor).
The second step in creating a podcast is the actual recording session. Shachal recommends a podcast remain somewhere in the neighborhood of twelve minutes. In addition, Shachal strongly suggests prepare the script ahead of time and when it comes time to record, speak clearly and soften your consonants. Shachal reminds readers that listeners are most likely using headphones and it can be very irritating if you “pop your Ps”.
After you have recorded your podcast, the third step is to post it to a website. Since podcasts typically use up a lot of bandwidth (depending on how many people are downloading your podcast feeds), Shachal warns readers to first call your web hosting service to see just how much it’s going to cost you. In fact, Shachal advises his readers to consider websites that specialize in hosting podcasts like Liberated Syndication.com
Finally, once your podcast is posted on the web, you'll need to list it in one of the popular podcast directories, such as www.apple.com/itunes/podcasts or http://podcasts.yahoo.com. Right now, these directories will list your podcasts for free, because your podcasts aren't taking up space on their sites. As Shachal explains, "Listeners download or subscribe to your podcasts through iTunes, and iTunes grabs the podcast from your site. Listeners think they're getting the podcast from Apple, but they're really not” (Ennico, 2006).
The last thing to keep in mind about podcasting is that in many ways, they are similar to blogs in that if you are thinking of making money from your podcasts, you won’t. That's because, at least today, podcasters don't typically charge for subscriptions. "Most podcasters today are enthusiasts about one subject or another and are just looking for the exposure" (Ennico, 2006).
For those of you who might be considering creating your first-ever podcast using the free software provided by Audacity®, you might enjoy watching this training video aimed at the real estate industry titled “Recording an Audio Podcast mp3 with Audacity”.
Once again, thanks for joining this week for more exiting talk on emerging media and how marketers can include these tools in conjunction with traditional media to enhance the IMC process. If you should have any questions, concerns or suggestions, please feel free to respond! (http://segment-specific-media.blogspot.com/).
According to Entreprenuer.com, the definition of a podcast is: A podcast is a pre-recorded audio program that's posted to a website and is made available for download so people can listen to them on personal computers or mobile devices (http://www.entrepreneur.com/encyclopedia/term/159122.html).
Why is podcasting so popular? According to Podcast Alley: “What makes podcasting special is that it allows individuals to publish (podcast) radioshows, that interested listeners can subscribe to. Before podcasting you could of course record a radio show and put it on your website, but now people can automatically receive new shows, without having to go to a specific site and download it from there (http://www.podcastalley.com/what_is_a_podcast.php).
How can IMC Practitioners use Podcasting to differentiate or enhance their current strategies and tactics? What distinguishes a podcast from other types of audio products on the internet is that a podcaster can solicit subscriptions from listeners, so that when new podcasts are released, they can automatically be delivered, or fed, to a subscriber's computer or mobile device. Usually, the podcast features an audio show with new episodes that are fed to your computer either sporadically or at planned intervals, such as daily or weekly. Just like the old radio serials of the 1930s and 40s, this format encourages listeners to subscribe so they can find out "what happens next" (http://www.entrepreneur.com/encyclopedia/term/159122.html).
What are some mobile devices podcasts be downloaded onto? As long as you listen to podcasts only on your computer (the vast majority of podcast subscribers do), you don't need any special software other than the audio player, such as a Windows Media Player or RealPlayer, you already have on your computer. But if you want to subscribe to a podcast feed, you'll need to install "podcatcher" software on your computer. The most popular podcatcher software is iTunes (http://www.entrepreneur.com/encyclopedia/term/159122.html). From here, subscribers can download their favorite podcast to subscribers' iPods, cellphones & Blackberry’s, iTunes directories, or other locations to listen to whenever they want (http://www.oreillynet.com/pub/a/oreilly/digitalmedia/2005/07/20/WhatIsPodcasting.html).
Who subscribes to Podcasts and how can IMC Practitioners get a more detailed picture of their respective target audience? Quancast is a great resource for any IMC practitioner who is thinking about including podcasts to their marketing communications strategies.
That’s it for now. Next time, we will briefly explore how to use podcasting to promote your site. Until then, I encourage feedback and comments about you experiences with podcasting ( http://segment-specific-media.blogspot.com/).
When the topic of ethics and emerging media combine into one conversation, the focus quickly becomes one involving the threats to children from online marketing. In 2005, The Center for Media Education (CME) completed a major investigation of online advertising and marketing practices directed at children. The investigation uncovered a number of disturbing new practices including the invasion of children’s privacy through solicitation of personal information and tracking of online computer use plus, the exploitation of vulnerable, young computer users through new unfair and deceptive forms of advertising ( Hartman, 2005).
According to the book titled “Perspectives in Business Ethics”, the following five principles should guide the development of regulations for online advertising and marketing to children: 1. Personal information (including clickstream data) should not be collected from children, nor should children’s personal information be sold. 2. Advertising and promotions targeted at children should be clearly labeled and separated from content. 3. Children’s content areas should not be directly linked to advertising sites. 4. There should be no direct interaction between children and product spokescharacters. 5. There should be no online microtargeting of children and no direct-response marketing.
The framework for the proposed development regulations mentioned above originate from the Federal Communications Commission rules the (1) require “separators” between children programs and commercials; (2) forbid the host of a children’s show from pitching products at children; and (3) limit the amount of advertising time in children’s programs (Hartman, 2005).
Now, let’s take a couple of minutes to listen to an interview with Lucy Hughes on the topic of “Marketing to Children”
Hartman’s frameworks for online marketing ethics definitely collide with the comments made by Lucy Hughes. Marketing to children for the sole purpose of getting them to nag their parents is definitely an ethical gray area. In today’s complex media environment, many companies (like breakfast cereal manufacturers) have now created websites or, “branded environments” that beckons children to come and play. Although some of the information contained in these sites appears to be geared toward adult consumers, many sites are clearly designed for children. These sites, which have the potential to occupy a child’s attention for extended periods playing games or coloring fun characters, inherently leads to an elevated sense of brand loyalty plus, increased product awareness.
So now, it’s your turn to add some comments on the topic of ethics and online marketing! What are some guidelines your company uses to avoid ethical dilemmas? One very simple recommendation I have is best expressed by Joe Nicassio’s video titled “Business Ethics 101”.
Update on last weeks project involving BlogRush. BlogRush has strict entrance requirements including a minimum of 10 to 12 quality posts. This makes my 7th posting on this new blog and therefore doesn’t qualify at this time. BlogRush does encourage me to resubmit this blog in thirty days – a task I plan to accomplish. Until then, I’ll continue to search for other innovative ways to grow interest and participation in this blog. Any comments or recommendations are welcome. Again, thanks for reading!
Dan
http://segment-specific-media.blogspot.com/
References:
Hartman, L.P. (2005). Perspectives in Business Ethics, 3rd Ed. McGraw-Hill Irwin New York, N.Y.
For marketers and IMC practitioners, creating a buzz (excited talk about a brand) essentially evolves from a well-orchestrated word-of-mouth strategy. Word-of-mouth campaigns carry tremendous credibility due to the early adopters or “Influentials” who for the most part are considered as opinion leaders who influence others around them. In fact, Word-of-mouth is still the most influential way to grow consumer interest and gain confidence in your brand and if the topic is hot, it can spread around the world in hours (http://www.brandchannel.com/features_effect.asp?pf_id=196#more).
Consider what General Motors Lois Kelly “GMnext” video has to say about the next generation of Word of Mouth Marketing:
Other buzz-building techniques include Crowd sourcing and Viral Marketing strategies using existing communication networks like Email and YouTube™. As I continue to build my own blog, I have continuously looked for areas I can improve the content and functionality for my readers. For those keeping track, I recently made significant changes to my blog by including a “Roll Call” list of fellow colleagues blog sites plus, I’m giving BlogRush a try (Note the small box on the left with the emblem “BlogRush”). BlogRush is a "Cooperative Syndication Network" that rewards its users for their contributions to the network -- from the impressions they provide of the BlogRush Widget to the referral of other users through 10 'generations' of activity and the impressions of the widget that they provide. BlogRush was designed to be incredibly viral and to provide its users with tremendous distribution leverage to receive exposure for their blog content (onto related content blogs) that they could never achieve on their own; at least without a massive advertising budget (http://www.blogrush.com/about).
For now, I’m awaiting on a decision from BlogRush to see if my blog meets their quality guidelines and criteria. In fact, I have been informed that I will receive a decision via email within 48 hours. If I’m approved, you will begin to see the BlogRush widget successfully loaded on this blog – Wish me luck! If additional work is required to meet BlogRush criteria, I will keep my readers informed as to what improvements are necessary to achieve certification or approval. Again, thanks for joining me and as always, I welcome your feedback.
To begin, Social networking is defined as the practice of expanding the number of one's business and/or social contacts by making connections through individuals. Based on the six degrees of separation concept (the idea that any two people on the planet could make contact through a chain of no more than five intermediaries), social networking establishes interconnected Internet communities (sometimes known as personal networks) that help people make contacts that would be good for them to know, but that they would be unlikely to have met otherwise. In general, here's how it works: you join one of the sites and invite people you know to join as well. Those people invite their contacts to join, who in turn invite their contacts to join, and the process repeats for each person. In theory, any individual can make contact through anyone they have a connection to, to any of the people that person has a connection to, and so on (http://whatis.techtarget.com/definition/0,,sid9_gci942884,00.html). Web sites dedicated to social networking include Friendster, Linkedin, Spoke, and Tribe Networks. IBM and Microsoft are among organizations said to be considering entering this market (http://whatis.techtarget.com/definition/0,,sid9_gci942884,00.html). Have you ever wondered what the future of Social Marketing might be? If so, check out Michael Arrington’s vision (http://www.techcrunch.com/2008/04/09/i-saw-the-future-of-social-networking-the-other-day/).
Do I have your Attention? Still interested and want to learn more like me? Then check out the overview of Social Marketing by the CEO of Relativity. I hope you enjoyed this posting and as always, your feedback is always welcome.
Today’s topic focuses on some fundamental design tips for creating an attractive corporate Website which enhances the IMC relationship-building process. Creating an attractive Website design is a must for markers who want customers and prospects to visit and revisit their site. According to Foraker Design, “The idea is that, no matter what you're doing, there's a user-centered way of doing it” (http://www.usabilityfirst.com/websites/index.txl). In fact, the focal point of Website design according to Foraker Design is “Usability First”. This concept begins at the earliest levels of project planning. A recent study by Consumer Web Watch found that 65 percent of U.S. Internet users surveyed (N=1,100) stated that they wouldn’t buy from a poorly designed site – even if it offered their favorite brand. Further, nearly half (46.1percent) of the participants ranked “design look” as the most important component when evaluating site credibility, followed by “design/structure”. In sum, consumers are looking for a professional and polished look (http://ecampus.edu./webct/ContentPageServlet/docs/leson2.htm).
Now that we realize the importance associated with creating a “user-friendly” website built from the “customer perspective” point of view, the question becomes “Where do we start?” Foraker Design has created a unique 5-step model for designing websites titled “A Model of “Pervasive Usability” in Website Design”. The five steps include: Requirements Analysis Conceptual Design Mockups / Prototypes Production Launch and Maintenance
For a comprehensive review or detailed look at each step, check out Foraker Design’s Website at http://www.usabilityfirst.com/websites/index.txl. Also, you can find some great tips including lists of Dos and Don’ts for usability in design, Writing, Information Architecture, Quality Assurance, Design Links, reference literature on website design and a survey conducted in the fall of 1998 by following the links under “Website design Section Overview”.
Finally, I will share with you some benefits of planning usability into your project provided by Foraker Design: The benefits of planning usability into your project are: Increased end-user satisfaction Increased end-user productivity, success, and completion Reduced long-term development costs (costs incurred from fixing poorly designed products) Reduced training and support costs Return business to improve your competitiveness (http://www.usabilityfirst.com/websites/index.txl).
Thanks to the folks at Foraker Design for sharing some valuable information on website design. I was hoping to include chart showing “Usability ROI” from the link located on the left side of Foraker Design web page, but Google could not access the link or it may have been removed. At any rate, if any reader knows of any current chart containing such information, I hope you can share it with our readers. Until next time, please feel free to share your comments or feedback as it relates to IMC and emerging media and, thanks for reading!
~ Dan
Wednesday, May 28, 2008
May 28, 2008/6:15 PM (EST)/ The Future of New Media Spending
The focus of this topic takes a closer look at David Lieberman’s article “New Media expected to get more ad dollars” in USA Today® (http://www.usatoday.com/money/advertising/2008-03-25-alternative-media-ad-spending_N.htm). Lieberman’s premise is based on forecasts made by PQ Media, a research firm and leading provider of alternative media econometrics data to media stakeholders in need of actionable strategic intelligence for high-stakes investment decisions (http://www.pqmedia.com/).
According to the CEO of PQ Patrick Quinn, “Americans are spending more time out of the home, working late hours, communicating via wireless devices, shopping in malls and stuck in traffic... There has to be some change in (ad/marketing) strategies to reach these people." PQ Media predicts that companies will spend more than $160.8 billion in 2012 — up 82% from 2008 — on 18 emerging markets including online videos, store-based TV screens, sponsored events, TV and movie product placements, cellphones, video games and digital video recorders.
FROM ALTERNATIVE TO MAINSTREAM As consumer habits change, advertisers and marketers will significantly raise spending on new digital and outdoor media. (in billions) 2007 $73.4 2008 $88.2 2009 $103.3 2010 $121.2 2011 $139.1 2012 $160.8 Source: Source: PQ Media Alternative Media Forecast 2008-2012
PQ Media’s predictions on social lifestyle changes in America are strongly supported in an article titled “Understanding Consumer Database Marketing” (Schoenbachler, Gordon, Foley and Spellman, 1997). According to Schoenbachler, Gordon, Foley and Spellman, “Consumers are indicating a preference for communications which are personalized and directed specifically to their needs, typically based on past purchase transactions.” Based on these predictions, the future of Direct Database Marketing using emerging electronic media appears bright. Also, with more and more companies demanding ROI analysis on marketing expenditures, the world of New Media offers significant advantages over tradition broadcast and print media.
Welcome back to another thought provocative subject concerning Emerging Media in the new marketplace. Today’s topic essentially serves as an extension of my interests in wireless technology and who is using it and for what reasons. Between December 10, 2007 and January 13, 2008, 560 non-governmental organization (NGO) workers participated in a survey designed to demonstrate how NGOs are using wireless technology to help reach various social, civil, economic, and political goals. Results indicated that eighty-six percent of NGO employees are using mobile technology in their work. NGO representatives working on projects in Africa or Asia are more likely to be mobile technology users than their colleagues in areas with more ‘wired’ infrastructures. Ninety-nine percent of technology users characterize the impact of mobile technology as positive. Moreover, nearly a quarter describe this technology as “revolutionary” and another 31 percent say it would be difficult to do their jobs without it. Results indicate:
Total (%) ____________________________________________________________________ It has completely revolutionized the way my organization or project does its work (25%) It would have been very difficult to do the work without it (31%) It is/was very helpful for my organization or project (36%) It is/was only somewhat helpful (8%) Ultimately, it is/was more of a burden than a help (0%) It was a waste of time and money (0%)
Applications of NGO Mobile Use Are Diverse While voice and text messaging are still the most common applications of mobile technology among NGO workers, respondents report using wireless technology in a number of other ways, including photo and video (39 percent); data collection or transfer (28 percent); and multi-media messaging (27 percent). The survey also finds some NGO workers using mobile technology for more sophisticated purposes such as data analysis (8 percent), inventory management (8 percent), and mapping (10 percent). Importantly, the amount of money invested in mobile technology correlates to a higher diversity of application; those NGOs that spend more use this technology for higher-end functions. Users of mobile technology on projects with a health focus are also more likely to use mobile technology for data purposes.
Perceived Benefits of NGO Mobile Use are Enormous The survey reveals that the key benefits of mobile technology for all NGOs include time savings (95 percent); the ability to quickly mobilize or organize individuals (91 percent); reaching audiences that were previously difficult or impossible to reach (74 percent); the ability to transmit data more quickly and accurately (67 percent); and the ability to gather data more quickly and accurately (59 percent). Not surprisingly, then, 76 percent of NGO users said they would likely increase their use of mobile technology in the future (http://mobileactive.org/files/MobilizingSocialChange_full.pdf).
Hopefully, this information helps reveal a new innovative media alternative that can be useful when determining marketing communication strategies for both B-to-B Direct Marketing professionals and, IMC practitioners across the globe. The link above provides an in-depth look at how wireless technology has changed the way societies and communities organize themselves and do business. I will end today’s discussion with a question which hopefully generates interaction among readers, “How important is wireless technology been in your career? After reading this discussion, Has it prompted innovative ideas applicable in your line of business?”
Welcome, to my first ever public blog. During the next several months, we will be taking an exciting journey exploring the varieties of emerging media in the ever-changing marketplace. Bill Gates, Founder of Microsoft Corporation, expressed his enthusiasm in the evolving digital landscape by stating, “Never before in history has innovation offered promise of so much to so many in so short a time.” In fact, Gates comments on the historical perspective of how digital media changed the landscape of marketing communications appear to be a great place to begin. George and Michael Belch provide a great overview of some reasons why companies are migrating away from the traditional full-service ad agencies to a more integrated, marketing communications program that focuses on building long-term relationships and results (http://www.mhhe.com/business/marketing/belch5e/information/olc/overview.mhtml).
To start, years of radio and television commercials combined with Billboard advertisements, newspaper and magazine ads has flooded the media with clutter and unwanted ads. In fact, consumers are finding it extremely difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Today, consumers are less likely to respond to traditional forms of advertising. The changes in consumer media preferences are being driven by advances in technology and developments that have led to the rapid growth of communications through interactive media, particularly the Internet (http://www.mhhe.com/business/marketing/belch5e/information/olc/overview.mhtml). Again, as Joe Mandese states, “People no longer consume media from designated channels. They create their own channels and pathways of media consumption, drawing from whatever content or platform suits their immediate needs.”
For the readers of my first ever blog, this issue raises a great question in reference to preferences. Specifically, what sorts of emerging media are you exposed to and how do you feel about it? Also, please take time to respond to my polling question presented on the bottom right of your screen. Personally, I have always been attracted to BlueTooth technology, especially with the technology available in today’s modern wireless mobile phone industry. Modern cell phones (MOTORAZR®) host a variety of Bluetooth options in addition to the normal functions including text messaging and great calling plans. For those who really choose to stay in touch on the go, Motorola offers Smartphones Windows Mobile® which include products like Motorola’s MOTO Q™ or BlackBerry® provide users with a variety of options from email, Instant Messenger and Trackball navigation Features (U.S. Cellular 2008 Product Catalog www.uscellular.com).
Based on the responses from most classmates during our first week of discussions, most agree that Web Sites truly serve as the most efficient marketing communications tool for IMC practitioners. In many ways, I can see how Web Sites essentially serve as a major hub for placing a wide variety of new media including banner ads, RSS feeds, Podcasting from a primary server, BlueTooth ads using a primary server and social networking. Regardless of the method, interactivity and a desire by the target market must be present in order for the promotional efforts to be successful. A deeper investigation into audience profiles for cell phone and podcasting users can be found on Quantcast.com. For instance, males between the ages of 18-34 with incomes of less than $30k per year appear to be the heaviest users of podcasting based on the results shared by http://www.quantcast.com/podcast.com.
As you can quickly decipher, New Media vehicles offer an array of audience user profiles and information. IMC practitioners can use this information to communicate and build long-term relationships with precise accuracy using web-based technology. Once more, it becomes your turn as the reader to provide feedback and comments to this growing platform of information exchange. Again, thanks for taking the time to read and respond to a very interesting, exciting trend that’s enhancing IMC practices across the globe.
