What is the most risky element of emerging media? Part 2

This week I'm discussing privacy as the most risky element of emerging media. I started with Part 1 discussing the risks that consumers face in using emerging media. This time around, I'll discuss the risks brands face when engaging consumers through emerging media, as well as how those concerns can be mitigated to provide an acceptable level of risk.

 

What is the most risky element of emerging media? Part 1

 

This is a pretty easy question to answer, as it seems to be on everyone's minds in the emerging media world these days. From Facebook's liberal policies on sharing user information to Pinterest's liberal policies on owning user-generated content to branded apps accessing location-based services on user smartphones, there is one big elephant in the room.

So, what is the most risky element of emerging media? Privacy.

Who's doing it wrong?

After last week's "Who's doing it right?" post, I thought this week would be a good opportunity to highlight a brand that's not doing so well on the digital media front, but instead of focusing on social media, this time I'll be focusing on search engine marketing, known as SEM.

According to our lesson this week, SEM is "the promotion of websites by increasing their visibility in search engine results pages as well as through paid advertising channels that include paid placements, contextual advertising, and paid inclusions" (Week 8 Lesson, 2013).

So, who's doing it wrong?   Tide. Okay, so they're not doing it COMPLETELY wrong, but Tide needs some SEM help!

Who's doing it right?

 

When it comes to digital media marketing, there are plenty of companies doing it. It seems these days like most brands have Facebook pages, Twitter accounts, blogs and the like.

But the difference between most companies and the standout few are that those who are most successful in digital media marketing are those that are both creative and focused on their target market's ability to understand and internalize the brand's messaging.

 So, who's doing it right?  Allstate, with it's Mayhem Facebook and Twitter pages.

What makes it so effective?

 

Digital media is a hot topic in marketing right now, and it seems like everyone wants to jump on the bandwagon.

Why is that? Is it really God's gift to marketing? Well, when used correctly I think it can be. But that begs the question: 

What makes it so effective?  Targeted, two-way conversations.

When do I hate it? Part 2

Emerging media is all about engagement--especially when it comes to marketing. Through new tools like mobile advertising, advergaming, and more, emerging media is much more likely to engage the consumer and get them involved in the content.

So, when do I hate it?  When it's not engaging, and instead is just there so the brand or company can say its there without giving real thought to how it will engage consumers.

When do I hate it? Part 1

After last week's 2-part series on when I love emerging media as a consumer, it's time to discuss when I hate emerging media as a consumer! Typically this happens when marketers don't effectively use emerging media, building me up with the excitement of what tools and communication methods might be available for me when I want to interact with a specific brand, and then letting me down when those tools or communication methods turn out to be lackluster, frustrating or just downright useless.

 When do I hate it? When it's inconsistent from one platform or media channel to another.

When do I love it? Part 2

For Part 1 of this mini-series on when I love emerging media tools as a consumer, I discussed the need for emerging media that makes my life easier.

Along that same vein, today's post is Part 2 of when I love emerging media tools, and ties in more closely to our class discussion this week in my Emerging Media & the Market class for my integrated marketing communications coursework through WVU as I pursue my master's degree.


When do I love it? Part 1

Today's post is the first in two-part series about when I love emerging media. As with most things, there are positives and negatives to emerging media, particularly its use in marketing. I will do a two-part series regarding the negatives next week, but I wanted to start with the good news.

So when do I love emerging media? When it makes my life easier.

What shall we call it?

With the rapid evolution of digital media in today's world, it can be hard to nail down one specific definition or even one specific title for this category of media, often referred to as new, emerging or digital media. In our Emerging Media & The Market class discussion last week, we all attempted to determine the best descriptor or moniker for emerging media, with the knowledge that not all of these media will be emerging forever. At some point they will have emerged and something new will be emerging, so this label won't work long-term for this specific, current group of media. 

What is emerging media and why does it matter?

For my introductory blog post, I would like to start out by defining a few things, including emerging media as I will reference it, and what types of media fill in that category. 

My Emerging Media & The Market classmates and I chose new labels for this group of media, but despite the work we did in class to come up with a new and more lasting name, the industry is sticking most often with emerging, new or digital media.