What is New Media?

According to PC Magazine, new media is "the form of communicating in the digital world" .

The emergence of new media has been an incredible force in brands gaining awareness and building their online reputations. Whilst it has provided countless promotional opportunities for today's brands it also requires a lot more creativity than conventional advertising. Advertisers do not only need to consider the best way of their brand/ad being noticed but to ensure that the user engages in a stimulating interactive way with the brand and thereby increasing not only awareness of the brand but "remembrance" of the brand. Interactivity has become a key term for a number of new media use options.

From electronic mailers, online purchasing, viral campaigns, widgets and other online and interactive functionalities available, there are so many promotional options but the key is deploying these options creatively.

For conventional advertising agencies, the challenge is to create a balance and consistency throughout all marketing efforts, from print ads to digital advertising. All types should communicate a consistent message and engrave the brand's identity in the user/consumer's mind.

For companies, new media means potential customers can be reached 24 hours a day on many different devices all connected at once, and any customer can find your services through your digital portfolio, ringtone or podcast, or an online video tutorial.  Beyond the internet, these media find their way to any medium that will support them.

Types of New Media

There are so many types of new media available and the list just keeps on growing with unlimited opportunities for brands to advertise their product offerings:

• Web Sites
• Video Ads
• Widgets
• RSS Feeds
• Podcasting
• Banner Ads
• Blogs
• Short Films
• Blue Tooth
• Chat Rooms
• In-Game Advertising
• Social Networking
  

In summary

New media is changing the way that we access information and communicate with each other; increasingly we are moving away from the simple presentation of information to a more interactive two way experience.

This has implications for campaigning and influencing from the local level to global social movements.