For promoting a business, it is seen that people use any new technique that is accessible. With the passage of time we have witnessed people experimenting with all the fresh things and accept it if the consequences turn out to be positive. The same goes for business promotions. Let us find out a few reasons why we see a shift from the conventional media to the new media.
- First reason can be said to be the communication. Today we no more find one way communication. The letters to the editor or the television shows had very few audiences in terms of interaction. It is with the new media that the people have started hearing regularly from the audience. This solves the purpose of the interactive media.
- Secondly, publishing used to be very time consuming but with new media, it takes seconds for an article to be published. Moreover, the articles in print cannot be changed once on air but online articles can be edited number of times according to the requirements.
- During this time when recession is at its peak, people look into easy methods of business promotion but spending less money. The traditional media includes various promotional techniques which ask for a lot of money. Out of all the techniques, the ones that use the internet turn out to be very effective and looking into its results, people are making the best use of the online promotions, leaving behind the print media. For instance, out of 100% invested for business promotion, 30-40% goes into online marketing, which is the most effective. Looking into this, people are making a logical shift from the conventional media to the new media.
- When you want to distribute your advertisements or news about your company in new media, you can do it very conveniently sitting in the same place. Whereas, when you use the print media for circulation, you need people, resources and a lot of time. Thus switching to the online media could be a wise decision to make.
For your information, during 2007-2008, the banner advertisements in the Indian market is estimated to reach Rs. 2,350 millions INR approximately. Thus the future of online media business is foreseen to spread its wings and reach heights of success further in the Indian market. A quick survey of the market research says that the new media would work wonders in the coming years with a growth of nearly 49%. (The figures have been taken from IAMAI report for ‘Online Advertising Market in India’)
When it is clear that the new media is reaching heights of success, you need not wonder about how you can make this shift. Here are a few steps you can try out:
- Whenever you try to make a shift from the conventional media to the new media, the first thing you need to know is the content quality. Unless the online conversations or campaigns add value to your promotions, the new media would not sound to be very effective. Simply adding the content will not help much unless you make your content to talk. New media demands for a two way communication. Along with it, adding human touch to the content would give you the best results.
- Knowing your target audience is the next step. It would be effective if you join the conversations that follow now-a-days. A little research on how your target audience spends time online would give you enough confidence to become active online and engage people to enlarge your network.
- Finally, create your own blog, your twitter profile, Facebook profile, with content through which a two-way communication evolves. Your target audience would then easily find you and communicate with you. Including forms or comment box would be useful.
Now when you know that leaving behind the traditional media can work wonders, what are you waiting for? We would love to know your suggestions on the same.
By: Shabana