How Important is New Media? The short answer is: very.
By Diane T. Creston
Like it or not, new media has emerged as a major player in advertising and marketing, the Internet and wireless technologies. New, different and consumer driven, new media is not going away any time soon. The media revolution is here and it does not play by the same rules as traditional media.
As a kid, I was the last one to leave the library. When we took vacations by car, I always had my nose in a book in spite of parental concerns that I would ruin my eyes.
One day I hoped that I would achieve enough success to be able to afford a huge library. Today that's a reality, and it's called the internet. I'm still one of the last ones to leave the "library" on the east coast --- sometimes at 2:00 AM. The beauty of this new "library" is that it's 24/7 with very loyal customers.
Today, before making a purchase, taking new medicine, or making financial decisions, a large percentage of people conduct online research. Consumers are spending a larger percentage of the online time with content and on popular social-networking sites. In 2001, many manufacturers and publishers were wondering whether to include new media in the mix.
Today, there is no question regarding the importance of the new "pull" media fueled by new technology and consumers. Internet users are spending nearly half their online time visiting content - a 37% increase in share of time from four years ago and nearly as much time as spent on communications and commerce combined - according to a four-year analysis of the Internet Activity Index (IAI) issued by the Online Publishers Association (OPA).
The IAI is a monthly gauge of the time that users spend with e-commerce, communications, content and search; it is conducted by Nielsen/NetRatings.
Does that mean that you should shift the greater percentage of your media budget to new media? Definitely not.
Like a strong financial portfolio, your marketing plan should be diversified.
Baby Luv Girl by Creston Media
In addition to the creativity and the quality of the video, the YouTube community is as important as the video.
Users feel empowered because they share, save and even post video code on their own site, or blog. They're in control.
Take a peek at some of our latest video uploads - - Baby Luv Girl by CrestonMEDIA and Baby Luv...I'll Always Love You.
The video clips from this series are eye candy supreme!
New Media and Giving Back
After a 25 year search, Philadelphia business man and book author, Lance Heft, finally locates his fourth grade teacher, Louise Zulick. The search was important to Heft for so many reasons. He wanted to pay tribute to Louise for her faith in him, and he wanted to say thank you to the woman who played a critical role in his childhood development and in his life.
After a joyful reunion, he learned that Louise was a breast cancer survivor. It was then that he knew that he wanted to do something to honor this wonderful woman. As a result, Lance created the American Society $10,000. "Your Turn To Win" endowment in honor of Louise Zulick.
Lance Heft agreed to make this very private search public on Father's Day. Creston used the power of new media to help increase breast cancer awareness and research. Heft states, "It's my sincere hope that this will be the very last generation of women to battle this disease."
Diane T. Creston, president of Creston Advertising & Marketing, states, "New media gives us the ability to instantly reach consumers, increase awareness for community service work, and strengthen B2B ties."
