When I walk into work the first four things I do revolve around emerging media. First, I will check e-mail, update our Facebook page, twitter account and now write my blog.
Emerging media does matter and will continue to matter, because communication matters. First what is emerging media? Emergingmedia.Org describes it as the evolution of utilizing technology to share information in new and innovative ways. In the past 5 to 6 years we have witnessed an explosion of new forms of communication from social networks, instant messaging, blogs, mobile marketing, digital media and e-mail marketing which all contribute to the ever important WOM.
Emerging media has changed the way we purchase products and services. Consumers no longer want to hear just from a company they want to hear from other consumers. Presently, personal experience matters more than the company message. Industries are learning that they need to get into the new game by creating social network pages, blogs, and having people specifically responsible for managing this content. These efforts provided consumers with the opportunity to publish their personal experience with brands, products and services.
Emerging media has also created a need for companies to have their name on the lips of all consumers’ not just ones who are relevant to their service or product. All are influencers in the world of consumption. Emerging media is allowing people to stand on soap boxes of all kinds to get their message and experiences out to the world. Industries understand that EM is global and in real-time this pushes them to be more honest with the consuming public, creating a flow of constant information.
Look to Toyota and Tiger Woods as an example of what happens now if a brand does not address an issue quickly. These two well-known brands had negative press and refused to address the situation in a timely manner, the public criticized these brands for not giving prompt and honest comments. It can only be assumed that the brands suffered a hit for the original action but also for not feeling it was important to inform the consumers promptly.
The new consumer has a feeling of information entitlement and it comes from the availability of mediums. No longer depending on TV and radio to get the messages out, consumer don’t feel it should be an issue to keep them informed. Emerging media is ever-changing just as the consumer is, but by getting involved with both marketing professional can keep up.