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Strategic Media Decisions

Chapter 10 delves into the realm of new media technologies, highlighting the transformative impact of the Internet, Intranet, and wireless applications in modern business. It discusses various media types such as web-based seminars, kiosks, and digital ads that contribute to building brand awareness, generating leads, and enhancing overall customer engagement. Key concepts include channel churners, matchmakers, digital destinations, and e-bazaars, along with strategies for businesses to leverage these platforms for traffic building and revenue generation. A comprehensive guide to understanding new media's essential role in marketing and communication.

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Strategic Media Decisions

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  1. Strategic Media Decisions New MediaTechnology Chapter 10

  2. New Media • Internet • Intranet • Wireless • Other business apps • Computer Based Training • Kiosks • Web-based seminars • Ad screens • Home and personal entertainment

  3. Internet • Internet goals • Channel Churners • Matchmakers • Digital Destination • e-Bazaars • Sites can have multiple goals

  4. Channel Churners • GOAL: Build and maintain traffic • Survive via advertising revenue • Know their visitors well • register visitors • conduct surveys • analyze visitors

  5. Matchmakers • GOAL: Lead generation • Formal leads: obtained via registration, surveys; contests, etc. • Example: MortgageLocators.com; IThinkInc.com • Informal leads: more like a traditional ad; AIDA

  6. Digital Destinations • GOAL: Brand awareness and enhancement • Sites correspond to Brand name • Offer information, entertainment and editorial • Examples: Nike.com; Tide.com; American Girl.com

  7. e-Bazaars • GOAL: Sales • Click & Mortar / electronic stores • Stand-alone entities or electronic outlets of traditional Brick & Mortar stores • Examples: adidas.com; APTElectronics.com

  8. Intranet • A company’s internal network of information and communication • Often the established home page of business users • Seen every day, often multiple times a day • Advertising / Profit Center possibility?

  9. Wireless • The most common wireless application in the world is telecommunications • Wireless communications also delivered on PDA’s and handheld computers • Using different forms of HTML • XHTML MP • WAP CSS • Digital/wireless business applications • Computer based training • Kiosks • Web-based seminars • Digital ad screens

  10. Computer based training • Tutorials and demonstrations • now in virtual reality • Online classes • text, quizzes and examinations • Product trial • sometimes virtually

  11. Kiosks • Free standing computer terminals equipped with touch screen technology • Provide and obtain information from users • Examples: KIS Kiosks

  12. Web-based seminars and conferences • Digital demonstrations and education as a sales /communications tool • Allow customers to participate in real-time demonstrations and presentations from comforts of the customers own office or cube • Example: WebEx

  13. Digital ad screens • Touch screen entertainment and advertising • Available in taxis and elevators • Examples: Captivads; Kota Media

  14. Home and personal entertainment • Digital music and video • DVDs and CDs include ads, bonus features and Internet links

  15. New Media Content • Most important aspect of content is INFORMATION • Think PR, not advertising • Provide all of the information you can, space is not an issue

  16. New Media Content • What should you offer?

  17. Summary • Considerations and characteristics of New Media applications • Internet and Intranet • Wireless • Specific business applications • Home and Personal entertainment

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