With so many new media channels emerging and everyone racing to embrace them (well, almost everyone) it leaves many of us with lots of questions. The two biggies that I hear from marketers all the time are:
A) Where do I start? OR Which one do I choose to try first?
B) Will adding new channels of communication further fragment the media landscape and if so, will it somehow diminish personalization to our customers?
Fragmentation
of participation within channels is a good thing! We all know one message and
method of delivery doesn’t work for everyone, let them choose, the more options
the better. Manage these new channels so that they stay cleanly segmented, thus allowing personalization and
you have yourself some winning new media strategies. Adding value or improving a process are
always good places to start with new media but can be lofty goals when just
getting your feet wet with a new channel and learning it’s ins and outs… In any event, we just addressed the two potential 'scary' items listed in this topic.
For example: How about just positioning mobile
(text messaging) as a communication alternative for the email non-readers,
direct mail no-look trashers, but who still like your
brand and want to know what you have to say, but are just so tuned out of
traditional media from overuse and in some cases, abuse, that they don’t even
pay attention anymore. Offer them some
ways to identify what they want from you to start and you’re segmented from the
get-go.
One casual observation from the front-lines: I betcha everyone selects coupons as one of the things they'd like to receive. I figure it's because who doesn't like to save a couple of bucks now and again?
