Sending Mixed Messages

TO THINK, A mere two decades ago, the World Wide Web still was a new-fangled contraption. Yet, with the advent of podcasting, SMS, even adver-gaming, it’s about as old-timey as the phonograph. Simple Web sites certainly are adequate, but for marketers looking to proactively connect with clients, the Internet as a cutting-edge communication tool has approached a crossroads marked “new media.”

What’s the buzz about? Have traditional tactics taken a nosedive? And what, exactly, is “new media,” anyway? For answers to these questions and more, Promo Marketing turned to Holly Berkley, interactive marketing consultant and author of “Marketing in the New Media,” for a pro’s eye view on navigating the new marketing mix. PM: For starters, can you give a quick overview on the types of marketing vehicles that fall under the “new media” heading?

Holly Berkley: While traditional media includes television, radio and print, new media refers to media delivered through newer technologies such as iPods, cell phones and, of course, the Internet. New media allows for more consumer control and engagement than traditional media.

PM: How have some of your clients used these mediums in their marketing efforts?

HB: First of all, there is not a “one size fits all” approach to new-media marketing. Just because company X decides to create a MySpace page, doesn’t mean that it’s right for your business. Think about your customer and how they use the Internet to determine the best new-media strategies to implement.

For example, I had a client that was a local winery. Their most successful new-media strategy was consistent, monthly e-mail blasts to their customers. In the e-mails, they let customers know about local events, in addition to their wine specials. It was a great way to strengthen their brand as leaders in the local community and encourage their loyal customers to forward the e-mails and spread the word.