The media industry has completely transformed in the last decade. While traditional media such as TV and print are regarded as evergreen, they no longer rule the roost in the marketing world. New Media – a term coined to represent a wide array of modern techniques including Web 2.0, Social Media and Rich Internet Applications (RIA) represents what is now the world’s most popular media.
Riding on the popularity of internet and explosion of social media, new media works on the unique principle of on-demand access to content any time, anywhere and on any device.
USP of New Media
The unique selling proposition of new media is the high degree of “interactive user feedback”, something that was amiss in traditional media techniques. Contrary to several old school media techniques which worked as monologues, new media is an active proponent of creative participation and community building.
The sociology of new media lies in its dynamism and interactive relationship with media consumers.
Democratization of Media
New media is a mass-access service as opposed to traditional techniques which were limited in reach and worked for only a select few. It’s fair to say that new media has led the democratization of media for all kinds of businesses by opening up new avenues of creating, publishing, distributing and consuming media content.
Is TV dead?
Though I’m a staunch social media loyalist and a new media admirer, I still believe that TV as a marketing medium isn’t dead yet. I believe that TV and print media can work wonderfully well in conjunction with new media to maximize business gains for any organization. In fact, TV experience has completely changed from what it used to be 5 years ago. Live TV on internet has further boosted the popularity of TV channels and continues to demonstrate the increasing influence of the web in our lives.
New Media Case Studies
The web is full of millions of new media success stories, none better than one of the world’s most popular sites – Wikipedia. Built on a collaborative model, Wikipedia showcases a rare combination of digital text, images and videos. It provides real-time feedback to users and it’s a wonderful example of how community based sites are supposed to work.
Analogies
The term new media is often used in context of internet being used as a distribution platform, as a mix between existing cultural conventions and software conventions and even as an amalgamation of modern media techniques with communication technology.
Globalization Effect
We live in a globalized economy and no customer is too far, courtesy of the wide reach of new media. It has played a crucial role in building viral communities spanning geographical and cultural borders, thereby providing businesses with a unique opportunity to target customers worldwide.
Social Change
A popular saying quotes that “Man is a social animal”. While that’s true, our social needs are constantly changing. Media techniques which worked perfectly in the past may not be crowd pullers today and vice-versa.
Websites, blogs and wikis have played an instrumental role in driving a social change movement through out the world and will continue to do so.
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