Call & Response
Some people say that there's no such thing as new media or old media, that it's all just media. We now know that this just isn't so. Old media were just channels through which messages were communicated in hopes of influencing attitudes or, even better, changing behavior. Those kinds of media can still pack a punch sometimes. But they are starting to look rather primitive compared to new media, which are more than just vehicles for our advertisements and promotions.
These new media -- which are usually (but not necessarily) digital media -- are different because they're all about call and response. Sometimes it's the brand calling and the shopper responding, while other times it's just the opposite. These new media are also different because, while they're still about the delivery of messages, they are not the neat and tidy messages of marketing's ever-present past. These new media messages can be upbeat, positive and cheerful, but they can also be angry, negative and mean.
In other words, these new-media messages are about real people living their lives in the real world, and that's the real beauty of new media. Marketing has a problem, and it is precisely this disconnect between what happens in marketing and what happens in real life. It is a gap that new media bridge with astonishing efficiency and effectiveness. Can we measure that? Maybe, maybe not -- certainly not in the traditional sense. But we can count on it to connect with our shoppers in ways we have only begun to imagine. May the old media rest in peace. What do you think?
Good job!
The rise of one doesn't mean the lowering of another. I agree.
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Old and New Media
Tim,
It is certainly true there are great differences in old and new media. Anyone who thinks it's all just media hasn't really been paying attention. But I have yet to see where this is going. You're statement, "But we can count on it to connect with our shoppers in ways we have only begun to imagine." seems to be more of a statement of hope than actual reality at this time.
Best regards,
George Whalin
Retail Management Consultants
Retail Reality
Hi George - Have you shopped at Zappos.com? One manifestation of the future I'm referring to is already there. It's just the beginning. Best, Tim
New Media vs. Old Media
Your definition of new media and old media are right on target. In an increasingly conversational media envirnment, media that can't carry a conversation is beccoming less useful.
In the entertainment media arena, where I was raised, this seems to be a major nut to crack. I was happy to read of the new FOX experiment of "Tweet-peats". Fox is repeating "Glee" and "Fringe" but they are adding a live twitter feed from the cast along with the show. The general public can sign-up on Twitter and have their selected questions answered during the repeat and their selected coments can air on FOX as well. While this is a limmited use, in this case, FOX is taking the first step in developing a conversation with the user. Can old media transform into new media? They should try.
Old vs New Media
The rise of one doesn't mean the lowering of another. All forms -- old, new, somewhere in between -- can, should, and will be viable.
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