A Narrowing of Niches
It was fairly common in traditional marketing, to develop advertisements that were impersonal in nature reaching the widest consumer base possible. There were no ways of identifying the suitability of particular groups of customers to any business demography beyond active research. As discussed, with new media development, customers tend to demand more and more personalized attention, which means businesses must realize that there is no one-size-fits-all solution. Especially in social media, customers have become ‘conversational’ in nature and made themselves available to vast stores of information about their interests based on their geography and demography. It is essential for advertisers to change their view of the customer base in social media towards a people-focused-arena. Niche marketing communications have become almost vital for a business to draw closer to its core audience through open discussion, media sharing and relationship nurturing. Therefore, when it comes to new media marketing campaigns, every single online communication must be unique to the audience as well as a business’s requirements.
If a company fails to appreciate this fact, their online approach is destined to fail. Social media platforms allow businesses to hyper-target the exact relevant audience they want to reach instead of buying an advertisement and hoping potential customers see it. Only by tailoring an online marketing campaign to the prospective audience, a business would be able to make the best advantage of these platforms. This creates opportunities for businesses to tailor message far more readily than was possible before.
The Social Media Revolution and More Marketing Freedom
As a low cost advertising platfor...
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...ost everything do with new media.
It is interesting fact to know, even when businesses are not in communication via new media, consumers, suppliers and competitors are communicating about the businesses and their brands. A vital quality in new media communication is curiosity - curious about various possibilities in marketing communications as tools and systems will be totally different from the ones using now. As information on new media is far reaching, vast and almost immediate, business need to understand and take necessary action on the impact it has to their reputation as well as the bottom line.
In new media era, businesses need to reshape its entire infrastructure, and rethink the way it operates as they undergo a digital transformation every day with constant technology advancements. A business-wide effort to succeed in modern-day marketing communication.
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