by James Richardson

Created on: April 29, 2010   Last Updated: May 05, 2010

NEW MEDIA is MOBILE

Integrated Marketing Communications (IMC) is a two-way ordeal.  Engaging constituents and allowing their feedback to shape communication is the emerging IMC model.

While they’re a huge part of social networking, the trend is moving beyond Facebook and Twitter.  It’s also going mobile.  Internet-capable phones are rapidly shaping new media into go anywhere, do anytime. 

The smart IMC practitioner adjusts his client’s social media mix accordingly, or is left playing catch up.  

POPULARITY CONTEST

Facebook and Twitter are often top-of-mind social websites.  With quick one-liner updates, plus Facebook’s ease of adding games, apps, and other rich content, it’s no wonder marketers are turning to Mark Zuckerburg’s brainchild for business interaction.  Other new media tools to consider include:

*  Blogs.  Useful, rich, searchable content gets readers and results.

*  You-Tube.  How-tos, “insider scoops”, etc. provide useful, searchable information.

*  iPhone.  iPhone apps, easy-loading mobile content, and even “spam” text messages delivered right can achieve marketing goals.

*  LinkedIn.  A must for B2B professional interaction.

THE FUTURE TODAY

Pew Research recently discovered that 82% of American internet users conducted online interaction with the government this past year.  Of those, 31% used new-media platforms.  And this just applies to those seeking bureaucratic information such as legal advice, DMV transactions, or travel requirements. 

Understanding your target audience’s new-media usage habits is more critical.  Erik Qualman in a recent blog makes the case that social media has become a requirement in the IMC toolbox, not an option.  Determining how your firm will dialogue with its constituents-whether at the B2C level or B2B-needs to be established in contemporary marketing tactics, strategies, and objectives. 

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