LiveWireBusiness Blogg - mixed media sales and marketing

Exposure. Exposure. Exposure.

Be seen, be heard, be noticed.

Before the web it was direct mail, fax broadcasts, and response premiums like audio cassettes, then CDs, then DVDs.

Now, with all the new web technology it should still be all the above (i.e. no business should leave any stone unturned in its marketing efforts) PLUS, web casts, vcasts, audio email, video email, online meeting rooms, seminar rooms and even pre loaded Ipod nanos with relevant messages and information of choice. And there will be more to come.

Nanocasting, the commercial application of Podcasting is growing, just ask Rodney Rumford!

So, why am I talking about it.

Because all these new media, so ably created by the web techies, can get main stream very quickly. BUT, and it's a big but, it also means that main stream has to apply them the right way but with little application research for the general market. That is by test, trial and error.

Key to all these are the foundations of good marketing - the message. It does not matter which medium is used - if it's poor content, or selling in the wrong way, it won't work.

Companies and business owners need to make sure they choose, use and don't abuse the right words, makes sure they get the right message out the right way.

Lastly, anyone wanting to "reach" a market, needs to decide how each part of their market should be communicated with. For example, a firm selling services in an affluent tech town will probably find they have many, above average, income earners, coupled with higher internet and web tools use.

For them email campaigns and nanocasts, free MP3 downloads of great content and more would be an approach that could work. Whereas, if they are also trying to sell the same product or service to small business owners, likely to be greyer haired and less net savvy, then direct mail and some form of white paper would be better.

Am I suggesting the new media technology is not applicable to general marketing. Absolutely not. All the new technology for marketing and sales promotion is fantastic, after all it helps my clients and I do more, get more, achieve more.

So, is it "off to the races" for marketeers and business owners? It could be, but it's horses for courses and they will miss a beat or too if they have a horse for the flat entered for steeple chase. It's still needs to be the right message, to the right market, delivered in the right way.