Embrace New Media. Don’t Marry Them.
By Shannon Sullivan

It’s hard in this day and age to go more than a month without the introduction of a new consumer electronics gadget or cutting-edge technology that enables us to communicate faster, better, longer or across more media. With those introductions come new avenues for companies to market to and capture the attention of potential customers. While certainly still valuable and relevant, print ads, billboards, radio spots and other traditional advertising vehicles are no longer the sole means of building awareness for products and services among an increasingly demanding and technologically savvy audience.

Recently on the Web, I came across a blog written by the VP of global marketing strategy and excellence at HP. It outlined some of the changes technology enables in the advertising world. These points came from a panel discussion on advertising at a recent consumer technology conference. While his focus was on the general consumer, many of the trends are applicable for the business audience, as well.

Traditional vehicles vs. new platforms
As consumers and business audiences become more inundated with advertising in the traditional forms, delivering a message in a more unexpected or personal manner will become more important to set yourself apart from the competition. Traditional advertising methods are required, particularly in the B2B space, since they contribute to credibility, but introducing messages via new platforms and media such as podcasts, blogs, vehicles like MySpace (or the business equivalent) and video B-rolls will help round out a program and leverage the inherent interest in all things online.

Podcasts are particularly useful in the B2B space with their short, inexpensive production cycles. Many of our clients have used podcasts to demonstrate their expertise on particular topics ranging from taxation regulatory issues to IP911 technology. Rather than read a white paper or case study, potential customers can listen to brief explanations of solutions in a different, modern format.

Video on the Web
Increasingly, video is becoming a factor on the Web. Led by outlets such as YouTube in the consumer world, businesses can take advantage of video to add another dimension to information on their sites. While video itself is not new, the use of video on the Internet is expanding rapidly. Rather than static images or even a Flash diagram of how to use a business phone system or patch cable, demonstration videos can bring a stronger sense of reality and create impact for the solution in the minds of the customer.

Case studies are great for video. Not only can customers read about the implementation, they can see the solution at the implementation site where moving visuals and audio further explain the value of the system – seeing it in action, so to speak.

Customer Interaction
Also, technology allows customers to have more interaction with companies and their executives. From being able to respond to executive postings via blogs to using a configuration tool to personalize the lighting effects of a soon-to-be-purchased PC, customers are demanding more control of the information they receive from companies and how they can respond to it.

Interactive DVDs, a customized view of a website based on a customer profile, two-way webcasts and “pushed” text messages to mobile phones are a few ways that companies can increase their customer interaction.

As mentioned above, traditional advertising methods continue to have great value in building awareness on a broad scale and shouldn’t be abandoned. However, as young people enter the workforce and the business buying market, it will be important for companies to develop a comprehensive plan, utilizing newer vehicles that resonate with that audience and demonstrate progression for the company.

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