August 27, 2012

The (virtually) Real Difference between Old Media and New Media

difference between old media and new media marketing
“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

Media N.0 (New Media)
  • Enables innovative, integrated, impactful, sustained brand connect 
  • Strongly ties to business objectives (beyond marketing)
  • Measurable across media channels and platforms (Big Data Analytics)
  • Real-time Campaign measurement and impact tools
Read more about the Future of Media here.

What other differences can you think of?


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