“I thought the attractions of being an astronaut were actually, not so much the moon, but flying in a completely new medium” - Armstrong told his biographer.
It's always been about the experience in a new medium! And today you don't need to be an astronaut to fly into a new medium. New media technologies are available at the consumer's fingertips. The real question for brands today is how to effectively leverage these consumer technologies in order to take brand experiences to the next level. But before that, it is important to understand the key differences in old and new media:
Media 1.0 (Old Media)
- A Commodity buy
- Banners, TV spots and other static media (paid, owned)
- Traditional media silos
- Measurement not real time and not across media
- Driven by Marketing
- In-the-face, intrusive advertising
- Enables innovative, integrated, impactful, sustained brand connect
- Immersive transmedia storytelling with integrated marketing strategies
- Leverages the convergence of Digital (social, mobile, cloud, information) forces and the coming Internet of things for a hyperconnected world.
- Native advertising for seamless, value-oriented experience
- Strongly ties to business objectives (beyond marketing)
- Measurable across media channels and platforms (Big Data Analytics)
- Real-time Campaign measurement and impact tools
What other differences can you think of?