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Lecture6
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Lecture6

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  • 1. New Media Marketing DIGITAL media MMD2063 New Media Technology Lecture 6
  • 2.
    • New Media Marketing
    • What is new media marketing?
    • How you define marketing?
    DIGITAL media MMD2063 New Media Technology
  • 3.
    • Marketing
      • - Fundamental to any businesses growth - Societal process that is needed
      • to discern consumers' wants;
      • focusing on a product /service to those wants,
      • mould the consumers towards the products/services.
    DIGITAL media MMD2063 New Media Technology
  • 4.
    • Marketing Concept
      • Marketing tends to be seen as a creative industry , which includes advertising, distribution and selling.
      • It is also concerned with anticipating the customers' future needs and wants, often through market research.
    DIGITAL media MMD2063 New Media Technology
  • 5.
    • New Media Marketing
      • new concept utilized by businesses in developing an online community , which allows satisfied customers to assembly and extol the virtues of a particular brand.
      • *Extol - To praise highly
    DIGITAL media MMD2063 New Media Technology
  • 6.
    • Online Community
      • Mechanism that contribute to a transparent forum to post praises, criticisms, questions, and suggestions.
      • Eg: Blog, Podcasts, message boards, and product reviews
    DIGITAL media MMD2063 New Media Technology
  • 7.
    • Why we need new media marketing?
      • Promoting New Media Marketing is the premise that traditional advertising is losing its influence on consumers.
      • A growing trend of consumers making purchasing decisions off Internet research and referrals.
      • Consumers are more inclined to believe feedback from like minded peers than corporate marketing verbiage dispersed through traditional media.
    DIGITAL media MMD2063 New Media Technology
  • 8.
    • Issue of New Media Marketing
      • exposing certain weaknesses to the marketplace by:
        • allowing individuals, or even competitors, to post critical comments
        • responding with an honest and transparent answer designed around solving the issue at hand may mitigate potential risks.
    DIGITAL media MMD2063 New Media Technology New Media Marketing is most effectively marketed by Internet-driven technology such as blogs, RSS, Web Video Productions and podcasts.
  • 9.
    • Virtual community
      • Virtual community, e-community or online community
        • A group of people that primarily interact via communication media such as letters, email rather than using face to face.
        • If the mechanism is a computer network, it is called an online community.
        • Virtual and online communities have also become a supplemental form of communication between people who know each other primarily in real life.
    DIGITAL media MMD2063 New Media Technology
  • 10.
    • Blog
      • A website where entries are written in chronological order and commonly displayed in reverse chronological order.
      • "Blog" can also be used as a verb, meaning to maintain or add content to a blog.
      • Many blogs provide commentary or news on a particular subject; others function as more personal online diaries.
      • A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic.
    DIGITAL media MMD2063 New Media Technology
  • 11.
    • Podcast
      • A collection of digital media files which is distributed over the Internet using syndication feeds for playback on portable media players and personal computers.
      • The term, like "radio", can refer either to the content itself or to the method by which it is syndicated.
      • The latter is also termed podcasting.
      • The host or author of a podcast is often called a podcaster.
    DIGITAL media MMD2063 New Media Technology
  • 12.
    • RSS
      • (formally "RDF Site Summary", known colloquially as "Really Simple Syndication")
      • A family of Web feed formats used to publish frequently updated content such as blog entries, news headlines or podcasts.
      • An RSS document, which is called a "feed", "web feed", or "channel", contains either a summary of content from an associated web site or the full text.
      • RSS makes it possible for people to keep up with their favorite web sites in an automated manner that's easier than checking them manually.
    DIGITAL media MMD2063 New Media Technology
  • 13.
    • Advertising
      • Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them.
      • Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet and billboard.
      • Advertising is often placed by an advertising agency on behalf of a company.
    DIGITAL media MMD2063 New Media Technology
  • 14.
    • Advertising
      • usually placed anywhere an audience can easily and/or frequently access visuals and/or audio.
      • While advertising can be seen as necessary for economic growth, it is not without social costs.
      • Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.
      • *Unsolicited - unwanted
    DIGITAL media MMD2063 New Media Technology
  • 15.
    • Discussion
      • New media marketing impact to young generation.
      • Example?
    DIGITAL media MMD2063 New Media Technology
  • 16. Reference: Wikipedia.org – http://en.wikipedia.org/wiki/New_Media_Marketing [Online] Brands and New Media – http://wpcarey.asu.edu/AMA2007/ upload/Brands-and-New-Media-Erdem.pdf [Online] DIGITAL media MMD2063 New Media Technology

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