What Is New Media Marketing?
More than half the world’s population is online. Even more people are accessing the Internet for the first time every day, so the chances are great that your customers are online.
You might be wondering, how you can reach them? This is where new media marketing comes in. What exactly is new media marketing, and how can you use it to find your audience?
This guide has everything you need to know.
Defining New Media Marketing
New media marketing is simply marketing that leverages any kind of “new media.”
The term new media usually refers to technology-based communication platforms. Most of these platforms are web-based technologies, like instant messaging and email.
As new technology becomes available, what counts as “new media” shifts. While websites and email were once considered new media, they’ve been edged out by video and social media.
Some people will say new media marketing includes:
- Email marketing
- Social media marketing
- Search engine optimization
- Search engine marketing
- Video marketing
- Pay-per-click advertising
- Content marketing
It may be more helpful to think of new media as digital channels. The term digital marketing overlaps with what’s been considered “new media.” It also continues to include older forms of digital marketing, like email.
Choosing New Media Channels for Digital Marketing
New media strategies often involve more than one channel for marketing. You may want to advertise on Facebook and also start an email campaign for your business.
Some companies invest in PPC campaigns and also work to improve their SEO.
One of the issues facing companies today is the number of choices they have. Many channels work well together, making it difficult to choose one.
SEO, for example, works very well with content marketing. In turn, social media marketing can support both content marketing and SEO efforts.
When you have a limited budget, you may feel as though you need to pick just one digital media channel and stick with it.
So, which channel gives you the best return on your investment?
The question is a bit more difficult to answer than you might think. While most new media channels allow you to collect data, it can be hard to determine if you’re getting results.
Take social media marketing, for example. You may measure the success of your campaign by the number of clicks, likes, and shares your posts receive.
Is that actually doing anything for your brand, though? True success is usually measured in terms of growth and sales. You may get a ton of likes, but does it matter if you’re not making any sales?
The answer is: it depends. If your goal is to increase sales, then social media marketing may not pay off. You might want to invest in email marketing or PPC ads, which tend to be better at generating clicks and leads.
If your goal is to increase brand awareness, social media marketing may give you the most value.
Set Goals to Determine Channels
As you can see from the examples, the effectiveness of any new media channel depends on your goals.
It’s important to select more than one channel. Social media can help you increase brand awareness. PPC ads will generate more leads.
SEO may generate more traffic, but only if you’ve invested in great content. Content marketing may increase both your SEO and your social media.
Meet Your Audience Where They Are
Another key to devising an effective digital media strategy is to determine who your audience is and where they are.
A quick look at social media usage will provide some insight. Facebook tends to be populated by older users, while Instagram is used by the younger generation.
If you’re trying to reach people who are over 50, Instagram probably isn’t as important as Facebook. If you’re hoping to connect with B2B (business-to-business) clients, then LinkedIn may be the most important channel.
Every audience wants good content. A great SEO strategy will help you rank higher in the search results. A high ranking helps people find you through search.
People are definitely searching for information. Google handles billions of searches every day. No matter who your audience is, chances are they’re conducting a search at some point.
Email marketing is often useful for the customers you already have. It also works with content marketing, as people may sign up for a newsletter or exchange contact details for information. You can then add these interested parties to your mailing lists and send them offers.
The key is to meet your audience where they are. If someone is checking their inbox or posting on LinkedIn, your Tweets aren’t going to reach them.
Does it Work?
A key question people have regarding these kinds of media strategies is: “Do they work?”
The short answer is, “yes.” The more complex answer is, “yes, assuming they’re handled correctly.”
Companies with good marketing realize the following benefits from new media marketing:
- Increased brand awareness
- Higher traffic to website
- Improved lead generation
- Better lead quality
- Higher conversions
- Better brand visibility
Digital media is attractive because it’s lower cost than traditional marketing channels.
It may also seem easier. You can create an ad on Google Ads in seconds, and sending out an email blast may seem as simple as hitting send.
However, that doesn’t mean these will be effective campaigns. Using digital media properly takes time, effort, and creativity.
Many business owners work with social media marketing companies and digital media agencies. The agency can provide a team of experts who will work with you to craft campaigns that actually work.
A New Marketing Strategy Just for You
New media marketing can be effective, but using it the right way can be a challenge. If you’re not sure where to start, get in touch with the experts. They’ll help you create a strategy to power your business to the next level of success.