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