YouTube, Blogging, Podcasts… Where do they fit in your Company’s Marketing Mix?

November 5, 2010 at 12:26 am Leave a comment

YouTube, Blogging, Podcasts... The proliferation of new media can sometimes be confusing for the marketer to determine how and what to leverage – if at all. You already have to divide your marketing budget between print, TV, radio or web and now there are a number of new venues. How do you decide?

Ultimately it is all about talking to your customers when, where and how they want – this will make them the most receptive to your message. As with all advertising, but specifically new media, it is critical that you understand the culture of the medium before you attempt to leverage it for marketing purposes. A prime example is of a corporation wanting to develop a corporate blog, in order to appear “tapped in” and appeal to a “cooler” demographic, but not understanding the rules. In many cases, strategies such as this can backfire and damage your brand rather than deliver the intended goal.

In the Financial Services industry, online advertising is a critical component of a broad marketing campaign. For independent advisors, consultants or brokers, the Internet presents a valuable opportunity to level the playing field and increase your reach at a much lower cost than conventional advertising. Increasing your online presence can also enable you to reach younger target audiences, who, as a group, spend far less time watching television or listening to the radio than their parents’ generation.

But online marketing also has challenges of its own. While Canadians spend more time online than any other country in the world, the volume of messaging that is out there means that businesses need to work harder to differentiate themselves from their competitors.

Entry filed under: Online. Tags: , , .

New Media Social Media – At a Glance – For the Busy Client

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