Separating the wheat from the new media chaff

With a thriving economy, new media owners are opening shop on seemingly a daily basis. They promise something new, innovative and groundbreaking. Some deliver, most don't.

TV, radio, print and outdoor provide massive reach. If a brand is big enough to play in this arena, there is little else it would need. Even smaller brands should sweat these options. It's all about getting as much reach of your target market for as long as possible.

Limited reach

Although some new media offerings are novel and can be impactful, most have such limited reach that the cost nullifies the perceived value. Precious few offer more than gimmicks. Gimmicks tend to come at a price, often with no increase in reach.

What is the point of impressing the hell out of a small percentage of a target market, if it can only ever lead to a limited return on investment? Wouldn't it be better to convert 1% of 100 000 potential consumers than 1% of 10 000?

As reach is pretty much covered by the big above-the-line media, new media channels need to make a relevant connection between a client's brand and its target market, in a cost-effective way.

There definitely are opportunities for the smart-thinking new media owner. Clients are always looking for new and innovative ways to get the message to consumers. Most seek higher impact and to raise the conversion percentage. It may be this need that has resulted in a proliferation of smaller players in the industry.

And some are moving in the right direction.

The Marketing Kraal is a company specialising in wall murals. Yes, it's been done before, but in this case it's how it is done that makes a difference.

Engaging, rather than dictating

Instead of simply presenting a selection of walls, a client advises on a selection of sites that best suit its needs in terms of location and target market. Not only does the company source the walls, but advises on creative based on discussion with the local community. Engaging, rather than dictating to the community, is sure to have a positive influence on how the message is received.

Primedia Campus Media, a relatively new company targeting the student community, has designed campaigns that drive students to interact and be directly involved with the promoted brand. This is ideal as it creates a two-way communication, where a brand is talking with its target market rather than to it.

Both approaches can dramatically increase the impact of a campaign, leading to strong word-of-mouth and the creation of educated brand ambassadors. Impact is important, but reach is critical. Reaching the market once is not enough. A good media planner will help his client to keep reaching people. Today they may not care for the message, but tomorrow – who knows?

An innovative new media product can help connect with communities on the ground. The more involvement you can create with the market, the higher the uptake will be and the greater the impact for the brand.