“The term “new media” seems to escape its very definition. Loosely, new media is a way of organizing a cloud of technology, skills, and processes that change so quickly that it is impossible to fully define just what those tools and processes are.” -Bailey Socha and Barbara Eber-Schmid
Twenty years ago, new media was a Zach Morris cell phone. At the time, it was revolutionary, cutting edge, and an entirely new way to connect to people. Today, while the term is still the same, new media refers to a whole new set of digital engagement tools—from Facebook to Yelp to blogs, and everything in between. The exciting thing about new media is that its constantly evolving and we’re always on the cusp of the next great thing.
New media matters because it’s how we interact with each other in an increasingly cluttered, fragmented, and growing online world. New media empowers us by allowing us to create and manage our own corner of the digital realm. It allows us to communicate with friends, family, and colleagues. It’s a new way to consume news. It’s where we go to tune out or get inspired. It’s how we expect to interact in real-time with everyone—from businesses to boardrooms.
New media is exciting. What’s “new” today will be passé tomorrow, and it’s our job as marketers to understand how these trends will affect our interactions with consumers. Companies that harness the power of new media will be more engaged with customers, leading to greater loyalty, and ultimately yielding higher profits. These companies will also understand that the power now lies with the consumer and all it takes is one computer monitor thrown over a fence to create a frenzy (you know what I’m talking about FedEx…). Companies that fail to adapt will be left behind. This is survival of the digi-fittest.
This blog will seek to understand the effects new media has on our daily lives and how we can apply those lessons to integrated marketing communications. We’ll examine trends and theorize about what’s waiting around the corner. While the name might be outdated, new media is here to stay and its only becoming more powerful in our digital age.