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New media is a challenging landscape to manage, and as intense a field as traditional marketing is, things can get out of hand very quickly if you don’t pay attention. Much of the tension that traditional marketing brings is deadline-intensive. And then there are fewer stakeholders involved when it comes to dealing with traditional media. Because the online landscape is available and measurable 24 hours a day and has so many content producers and content owners, it becomes a very meaningful, yet very demanding environment to get across a message.
As time progresses, the number of access points for a brand to interact with a consumer on an interpersonal level, increase. You can’t just get away with putting up a website that has an ‘under construction’ page when you hold your product launch. You need to first be aware of who your customers are, and exactly what touch points they will react to your message. The sheer power of everything online allows you to be better geared to engage your customer in a very focused, customized manner. New Media marketing is all about attention, retention and traction. There are millions of distractions and nuances that virtual media brings. How do you ensure that your customers are listening to what you have to say and once you have their attention, how do you make them come back to you so you can keep them engaged with your brand? The answer lies in the term we refer to as ‘convergence’ where a concerted, coordinated marketing effort is created so that the customer may experience your brand, product or service and message from multiple platforms through different execution.
Convergence is more than just a concept. If you really want it to work for you, then it has to be a practice you believe in. A converged marketing campaign has to be sensitive to the needs of the audience. Not everyone wants to be ‘assaulted’ with a campaign from every possible sensory access point, and certainly not everyone wants to have to live through repeated messages as if they’ve been sent a nightmare in a loop. If you are a technology-savvy company and you don’t make use of these touch points, you are going to lose your audience to the crowd very quickly.
Leading or Following?
One of the biggest challenges we had when we were planning Wateen’s launch was the fact that we had no blueprint to follow. We were bringing in a service that everyone wanted, most needed, but nobody had access to. What kind of push points should we use? We were bringing in the concept of quad play , triple play and IP communications and wanted to keep our business aligned to not just tapping into the market that was tech savvy, but also spreading the education of what the internet was all about. As an organization, we continue to provide a platform which can encompass all the demands customers have from a new media service provider.
The debate of whether the services should rely on pull or push marketing is an endless one but the fact of the matter is this – the barriers to accessing the web are reducing with every passing day. It is no longer a question of whether or not we should have internet proliferation across Pakistan, rather what we should do with it now that that has already started to happen.
Applications which allow people to express themselves online are key in getting people use online tools. With so many applications available and more being developed everyday, it will ultimately be content which will play a driving role on how many people get online and stay there. Internet connectivity simply gets you online, but how much traction and growth there is, will be dictated by the people themselves.
Give more power to the people, more tools and reduce challenges to enter the Web and once they’re there, you’ll be able to see how creative they can be. Are you ready to use the power that we’re providing you with?
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