Welcome to IntegratedMarketingandCommunication (IMC) blog! Throughout the next nine weeks, I will be posting my weekly (and sometimes daily) thoughts and observations about and important part of what is included in today’s definition of the marketing mix – emerging media.
What is emerging media, you ask? Marian Azzaro, a Roosevelt University IMC professor defines emerging media as: “the use of digital technology to communicate with a target audience,” What are the defining characteristics of emerging media?
Here are a few:
• Blurs the distinction between individual and mass audiences.
• Audience is often known by the producer.
• Sender can remain anonymous to the user.
• Possibility of many-to-many communication.
• Communication is interactive; users can be a receiver and a sender.
We are all exposed to emerging media daily, whether we know it or not. Marketers have become very sophisticated, of course with the help of technology and digital-based communications. From website advertising, to mobile marketing strategies, emerging media has not only ‘emerged’ but is here for good. You, as a consumer, are exposed to these media several times throughout the day.
Here are a few examples of what emerging media:
• Web Sites
• Video Ads
• RSS Feeds
• V-casting (or video casts)
• Banner Ads
• Short Films
• Blogs & Vlogs
• Chat Rooms
• In-Game Advertising
• Social Networking
• Social Bookmarking
• Smartphone Apps
• Mobile advertising
As a marketer, where do you begin? In my opinion, permission-based marketing is square one. Since emerging media carries the same virtue as traditional media (i.e. building customer relationships and loyalty), it is important to gain the trust of consumers. But can a marketing method like mobile marketing hinder this? How do you go about gaining the trust of privacy?
Let’s go with mobile marketing for example….
Managing a mobile marketing campaign can be a challenge because there are many different entities contributing to a successful campaign. At the top of the list is permission-based marketing and associative laws and regulations. Most regulations are set-forth to protect individual subscribers, and are in reference to personal information as it relates to the individuals location. In attempt to protect consumer privacy, the Mobile Marketing Association (MMA) issued guidelines for technology-sensitive messages to a consumer to their mobile devices. The MMA is a trade organization that represents advertisers and agencies which engage in advertising or marketing on mobile devices.
The MMA recommends that its members not merge personally identifiable information with a mobile subscriber’s information without their consent. The MMA also said that mobile marketers should not share information with third-parties without a subscriber’s consent. The organization said that mobile marketers should let consumers know if they are using anonymous or aggregate location information for marketing purposes. Finally, the MMA suggested that mobile marketers allow subscribers to opt-out of programs at any time, even if they have already agreed to receive marketing messages.
Safety is my top regarded concern. If a marketer can find me, based on my geographic location that the GPS in my phone indicates, and then who else can find me? Is my information being shared with other entities? Suddenly, my location is not private and they can find me wherever I am. Read this article from the Boston Globe to learn more about privacy concerns.
It isn’t the marketing messages that frighten me. It is the humans that are running and operating the technology. We live in a world where corruption and crime happens regularly. Technology makes privacy non-existent and the corruption of the world is what is overblown. Human error is to blame if there are concerns of privacy issues being overblown, not technology.
Do you think privacy issues concerning mobile marketing are overblown?
Check out some other blog’s regarding emerging media: