New media and its impact on marketing communications

Abstract

New media marketing is now a crucial weapon in a companies quest to communicate with their target audience. In particular the widespread adoption of the internet has presented significant opportunities, as has the convergence of various mediums. Recent TV programmes such as Big Brother and Pop Idol have successfully integrated mobile technology with internet and traditional TV. This has provided for additional opportunities for communicating with the programmes target audience. Additionally companies are increasingly adopting new techniques such as viral marketing, SMS messaging and e-mail marketing. This research programme has culminated in a 30 minute documentary that provides a critical overview of the current state of these technologies. Major areas covered are advertising, in the form of traditional web sites, banner ads and SEO. Direct marketing covering the topics of e-mail marketing, viral and SMS marketing. And marketing PR covering blogs, social media and online discussion forums. The final documentary produced achieved it's overall aim of providing a comprehensive overview of new media marketing technologies for an audience of marketing professionals. However there were apparent weaknesses in tenns of documentary form.