New media advertising employs new technology to reach customers, specifically on the Internet. While print, radio and television ads still exist, traditional advertising's influence has decreased, forcing the marketing industry to consider new media avenues. Consumers are increasingly on the Internet to communicate, receive news, and purchase products. A computer screen may be the most efficient way to reach these technologically savvy consumers.
New media is interactive and Internet driven. It consists of websites, blogs (Web logs), vlogs (video logs), visual and audio newscasts, RSS news feeds (Really Simple Syndication Web updates), and social networking. These choices are available to anyone with an Internet connection, and are a way to gain a global audience.
Social media, a huge component of new media, consists of channels set up to form online communities. Users can communicate and spread information widely and instantly, known as viral marketing. Strategically placed ads on these sites get people talking and messaging.
With new media come conundrums. Statistics show that consumers are now learning about products via trusted peers online. Evidence suggests that advertising is no longer the main influence on a consumer purchase. Potential customers visit other buyers' blogs or forum discussions. They read buyer comments and write their own user ratings. This people-driven movement is giving consumers power of voice and choice.
Marketers, however, can exploit these same new outlets. Visual opportunities using new media advertising abound. Online newscasts, podcasts, and video logs (vlogs) give advertisers a chance to show customers exactly what they are getting. Companies are not only building websites, many are hiring staff to blog about positive product features and run forums to receive valuable feedback.
The business challenge for advertisers is getting people to a site in the first place. One new media advertising obstacle is the vast amount of available information, leading to overwhelming competition. Companies must be firm and confident about why consumers should pick them over others.
Another problem is keeping abreast of ever-changing technology and trends. After realizing new media advertising is standard, companies must understand trends to keep their strategies fresh. For example, the demographic of people using social networking sites has dramatically changed in the brief time since their inception, which can be daunting for advertisers who are trying budget as far out as a year.