Multiplatform Concept for New Age Media: 
New Age Media is diverse and complex. It’s a disruptive media paradigm. The evolution of social media together with semantic web has given rise to new school of thoughts and new approaches to address people’s daily problems. Its freedom for everyone and every individual can listen and at the same time voice concerns. Every person has now transformed into a media entity. The power and reach of social media is enormous. Content clearly rules. Directive advertising messages has no place in the semantic web era. The rules of the game applicable to mass media and legacy media networks won’t hold good.
Every individual will now be part of complex and focused communities to help himself with meaningful services. Brands have to keep pace with customers and present themselves, wherever customers are. As one of the marketing director puts it, if customers are already using it, brands can’t ignore it. The paradigm shift in media space is going to inflict change in the way brands and marketers work with media.
LinkedIn, Facebook, Twitters are not the only ones marketers need to look into. The New Age Media is not just about creating Digital Experience within PC. Out of Home media can create deep impressions too. The Video walls, interactive Billboards, Digital Signages, Customer Kiosks, all have the power to create impulsive purchase decision and greatly influence the customer, so much so to convert a shopper into a buyer. So, the spectrum is wider and growing. Consumers are already using multiplatform media. They are in social media networks, mobile, web, channels, kiosks and everywhere. If you cant’ reach them, you loose them!
Brands need a comprehensive digital strategy to leverage the power of new age media.
The current practices to ‘use’ or ‘misuse’ email and mobile channels will be under ‘check’. Email and mobile messaging is considered as intruding and hostile. Many countries have stringent laws which protects the consumers from spam. Brands can not just afford to loose their moral standing. Brands and marketers must realize this fact. Gone are the days when campaign means sending out bulk or unsolicited ‘proactive’ campaign mails/sms. Therefore email and mobile SMS are not an open option for marketers. I am not saying that email and mobile will cease to exist. No, they will co-exist along with other channels.
From the influence perspectives, the good side, as per a recent study that ‘text’ conveys only 7% of a message, ‘voice’ conveys 23% and ‘visuals’ ( such as video) conveys 70% of a message. So video and voice will be the dominating factor of influence in the New Age Media.
The point I am driving is that, the multiplatform EMPs which exist today have become legacy applications and fall short in many aspects and they are not the technology solutions for the brands in the social media world. Its certainly not the application stack, which brands and marketers should continue to use. However certain capabilities like campaign planning and customer response tracking can be used with certain facelift.
In my opinion, a true New Age Media enabled multiplatform should help to create, grow and manage interactive Touch Points; for the majority or the full spectrum of New Age Media. The platform should provide ability to create and publish campaign plans to larger content provider community, bloggers, custom content developers, writers, communication professionals to participate and collaborate in the digital assets supply chain process. Media networks then configure and setup Interactive Touch Points to be able to reach and connect with targeted audience. Customer transactions including responses, purchase transactions, service requests etc are then managed through various Touch Points, which is integrated with a back end system. Its like a Funnel, where interests of diverse communities are channelized and converged to establish a unified view.
This would empower brand managers, media assets companies, creative and content professionals, bloggers and writers, media network operators, marketing and sales professionals, back office agents to work collectively and collaboratively as ‘teams’ to service customers and to continuously realize higher ROI for marketing investments and most importantly acquire new customers and enrich customer loyalty for brands. This would also help brands project a ‘Unified View’ to customers.
The key aspect of the New Age Media enabled multiplatform is the visibility it provides to brands and marketers and true value it provides across the end-to-end customer influence and engagement (I&E) life cycle.
New Age Media is diverse and complex. It’s a disruptive media paradigm. The evolution of social media together with semantic web has given rise to new school of thoughts and new approaches to address people’s daily problems. Its freedom for everyone and every individual can listen and at the same time voice concerns. Every person has now transformed into a media entity. The power and reach of social media is enormous. Content clearly rules. Directive advertising messages has no place in the semantic web era. The rules of the game applicable to mass media and legacy media networks won’t hold good.
Every individual will now be part of complex and focused communities to help himself with meaningful services. Brands have to keep pace with customers and present themselves, wherever customers are. As one of the marketing director puts it, if customers are already using it, brands can’t ignore it. The paradigm shift in media space is going to inflict change in the way brands and marketers work with media.
LinkedIn, Facebook, Twitters are not the only ones marketers need to look into. The New Age Media is not just about creating Digital Experience within PC. Out of Home media can create deep impressions too. The Video walls, interactive Billboards, Digital Signages, Customer Kiosks, all have the power to create impulsive purchase decision and greatly influence the customer, so much so to convert a shopper into a buyer. So, the spectrum is wider and growing. Consumers are already using multiplatform media. They are in social media networks, mobile, web, channels, kiosks and everywhere. If you cant’ reach them, you loose them!
Brands need a comprehensive digital strategy to leverage the power of new age media.
The current practices to ‘use’ or ‘misuse’ email and mobile channels will be under ‘check’. Email and mobile messaging is considered as intruding and hostile. Many countries have stringent laws which protects the consumers from spam. Brands can not just afford to loose their moral standing. Brands and marketers must realize this fact. Gone are the days when campaign means sending out bulk or unsolicited ‘proactive’ campaign mails/sms. Therefore email and mobile SMS are not an open option for marketers. I am not saying that email and mobile will cease to exist. No, they will co-exist along with other channels.
From the influence perspectives, the good side, as per a recent study that ‘text’ conveys only 7% of a message, ‘voice’ conveys 23% and ‘visuals’ ( such as video) conveys 70% of a message. So video and voice will be the dominating factor of influence in the New Age Media.
The point I am driving is that, the multiplatform EMPs which exist today have become legacy applications and fall short in many aspects and they are not the technology solutions for the brands in the social media world. Its certainly not the application stack, which brands and marketers should continue to use. However certain capabilities like campaign planning and customer response tracking can be used with certain facelift.
In my opinion, a true New Age Media enabled multiplatform should help to create, grow and manage interactive Touch Points; for the majority or the full spectrum of New Age Media. The platform should provide ability to create and publish campaign plans to larger content provider community, bloggers, custom content developers, writers, communication professionals to participate and collaborate in the digital assets supply chain process. Media networks then configure and setup Interactive Touch Points to be able to reach and connect with targeted audience. Customer transactions including responses, purchase transactions, service requests etc are then managed through various Touch Points, which is integrated with a back end system. Its like a Funnel, where interests of diverse communities are channelized and converged to establish a unified view.
This would empower brand managers, media assets companies, creative and content professionals, bloggers and writers, media network operators, marketing and sales professionals, back office agents to work collectively and collaboratively as ‘teams’ to service customers and to continuously realize higher ROI for marketing investments and most importantly acquire new customers and enrich customer loyalty for brands. This would also help brands project a ‘Unified View’ to customers.
The key aspect of the New Age Media enabled multiplatform is the visibility it provides to brands and marketers and true value it provides across the end-to-end customer influence and engagement (I&E) life cycle.
