The Impact of Emerging Media

Last Thursday, at the Four States Regional Technology Conference, Joe Grigsby of VML spoke about "The Impact of Emerging Media."

He began the seminar with a history of VML, noting that education and marketing are similar in that they both require a connection to an audience to make an impact. He then introduced the concept of emerging media, which is determined by consumer behavior trends. These trends include how consumers connect to content, to each other, and to the broader society. He grouped the category of emerging media into two subcategories - social and mobile.

http://gregverdino.typepad.com/greg_verdinos_blog/2007/07/social-media-ho.html

When speaking of social media, form doesn't matter. In other words, it doesn't matter if you connect via your iPod, iPad, or laptop, what matters is the content and the response. Social media is certainly booming, and provides a way for businesses to link to consumers. It's no mystery why Facebook is overtaking Google as the "starting point" for the internet. Through Facebook, users are given the opportunity to react to information. Their input to any given conversation holds weight and value. Google provides an opportunity to consume a service only. As social media users react to information and provide input, they are participating in a sort of social media conversation. This conversation is very important to marketers, because it provides the reach and influence that all marketers are aiming for. In fact, consumers trust other consumers' recommendations two times more than they trust traditional advertising. If marketers can somehow harness this reach and influence and use it as a promotional tool, they will benefit enormously. Therefore, marketers must listen to and add to the social media conversation.

http://iabuksocial.co.uk/?tag=mobile-and-social-media

The second portion of emerging media pertains to mobile media. Our society is increasing becoming more mobile. It is predicted that by 2012, tablet sales will overtake netbooks sales. If a marketer can use messaging, mobile web, downloads, and apps successfully, they can influence a particular target market more effectively and efficiently.

Overall, this seminar was very helpful in shifting my views about social media. Social media is not only a way for people to connect to other people, it is an important marketing tool that can be used to influence a wide range of people in a very effective way.