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Saturday, August 11, 2007

Old media still relevant in new media marketing--experts

We have always said that doing advocacy campaigns is like advertising. You have a new product and you need to sell it. So what do you do? You create ads that would tap into the values of your target consumers, making sure they see how relevant and significant your new product is in their lives. You do ways to popularize the same and that people keep talking about it. The goal is to have a steady market who uses your product that it becomes a part of their lives. That's pretty much what we want to achieve in advocating for RH, Gender and PopDeV.

Anyway, here's an article about the interplay between traditional and new media in marketing. A good way to see how to utilize both in intensifying advocacy campaigns...

Old media still relevant in new media marketing--experts

By Erwin Oliva
Last updated 04:37pm (Mla time) 08/10/2007

MAKATI CITY, Philippines -- Traditional media remains relevant in digital media marketing of products and services, marketing experts said Friday.

Yota Mitsunobu, chief consultant of interactive communications division of Japanese advertising firm Dentsu Inc. said that his company experience showed that mixing traditional and new media remains the most effective means to reach consumers.

Mitsunobu said traditional media remains the main point of contact with consumers.

But with the Internet and mobile phone technologies now emerging as sources of information, consumers can now readily check products and services they find on traditional media.

If they find the information relevant, they would likely buy the product or subscribe to the service then share their experiences with their friends, he said.

"Usage of the Internet has become an inseparable part of our daily lives," Mitsunobu said as he described the Japanese market.

He said that if there was something people wanted to know about, they would likely search for it on the Internet or Internet-enabled mobile phones.

The Japanese advertising executive cited a unique campaign that was launched in Japan to expand the Japanese Manga (comics) market.

Using a two-dimensional barcode system called the QR code that could be scanned using a phone camera and software, people were able to access more online content. The 2D barcodes were placed in magazines and public areas.

Mitsunobu said new media have allowed consumers to search for more information on certain products or services and compare notes or share information they have found through word-of-mouth.

Read the full article here.