Sunday, July 20, 2008 / 1:00 PM (EST) / New Media & IMC – The Business of “Condensed Storytelling”.

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/

~Dan