When new media equals “ME” media

In a world where data reveals all about consumers, personalization is something for which many companies strive, especially given the advertising clutter on digital forums. With targeted marketing, IMC professionals can use web searches and purchasing history to provide relevant, meaningful content to potential customers. Retargeting also works to remind users of recently viewed products through advertisements on various sites. Scholars suggest that such web data will “grow 300 times by 2020” (Childress, 2014).

Given this never-ending supply of data made possible by new media consumption, consumers expect a personalized experience. This means marketing is “on demand—not just always “on,” but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery” (Dahlström and David Edelman, 2013).

In an effort to do just that, marketers are using data to provide personalized offers and relevant content across channels –

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Despite consumer insights, the challenge for many brands is to create content that breaks through the clutter and “connects with the audience on a different level” (Newman, 2015)

Omni-channel marketing

One IMC professional suggests that using social data and marketing technology to create “highly personalized experiences” is key (Newman, 2015). Omni-channel marketing is a highly personalized strategy that works to create a memorable experience for customers “at all points of interaction with your content and your brand” (Newman, 2015).

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One example of this includes Domino’s “Anyware” campaign, which “gives customers the ability to order via text, Twitter, Samsung Smart TV, Pebble smartwatch app, Android Wear smartwatch app, Ford Sync AppLink system and voice ordering” (Berthiaume, 2015).

The brand’s dedication to deeper personalization through omni-channel marketing “strengthens the bond” and forges “trust, engagement and, ultimately business” between brands and consumers (Hubspot, 2016).

How personalization affects me

While personalization can seem a bit invasive at times, I usually find it helpful to see retargeted ads letting me know that a brand I’ve recently visited is having a sale. I usually see these types of advertisements on Facebook, which pop up as part of my newsfeed as opposed to an advertisement on the side.

These same brands will send me email and SMS alerts to let me know that an items I’ve “liked” are now on sale (see example below from Modcloth).

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Every once in a while, these alerts will lead to a purchase, simply because the brand “remembered” my preferences (and likely understands that I usually only buy discounted items).

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What does personalization mean to you? What do you see for the future of this emerging media trend?

 

 

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Emerging media: a never-ending journey

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As technology evolves, methods of communication also change. Traditional media is no longer the most effective way to connect with consumers. The evolving digital landscape has given way  to interactive, two-way communication that can occur at any time and place. With methods such as blogs, marketers can directly engage with consumers.

Given these advances, IMC practitioners can also understand people’s interests and lifestyles in a way that allows them to connect in more meaningful, relevant ways through big data tactics such as targeted marketing (Childress, 2014). Instead of “one-to-many orientation,” new media provides the possibility of “many to many communication,” a concept that “drives the power of social media,” a tool utilized daily by millions (WVU Reed College of Media, West Virginia University, 2016).

These digital consumers include 87 percent of American adults who use the internet, and 68 percent who connect to it via smart phones or tablets (WVU Reed College of Media, West Virginia University, 2016). Research indicates that “every minute, the world’s 2 billion Internet users upload staggering volumes of data to the web: an estimated 200 billion emails, 48 hours of YouTube videos, 684,478 posts on Facebook. And then there’s Tweets, Instagram photos, text messages and blog posts” (Childress, 2014). Emerging media is also especially important in the youth market, a group that has grown up in the digital world.

In addition to social media, consumers are interacting with emerging media everyday with 1:1, personalized advertising. This may come in the form of a text alert from a frequently visited website or live stream online shopping (i.e. LulaRoe/Periscope).

As one scholar suggests, “the future is already here, especially when it comes to presenting highly engaging, personalized, relevant advertising to consumers” (Stocker, 2014).