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May 2006 online newsletter Sometimes the medium is the message. How you communicate can be as important as the information you are sharing. In today’s marketplace, there is fierce competition to be heard; in addition to developing a brand and strategy, it is essential to choose the most efficient tools that put you in the right places at the right times in front of the right people. Even if you aren’t ready to jump on the new technology bandwagon, you should be familiar with the emerging trends and understand the tools that are available. The list of Internet accessible tools reads like high-tech jargon: blogs, podcasts, wiki, and SEO may not now be a part of your communications vernacular. But they soon will be or you’ll be left in the dust of a fast moving competitor. New Media consultant Eric Schwartzman says that attention is shifting somewhat from traditional outlets (print, TV and radio) to additional “New Media” outlets. “…for the first time the media is not necessarily God anymore. We’re finding savvy organizations and individuals are blogging their point of view or tape recording their interviews…it’s really changing the balance of power.” What he means is that communication between product, service and user (market) is becoming a more personal communication. We aren’t just reading about products and services now, we are hearing them and having access to users who have opinions that may sway how a potential customer finds your product or service. Want a jump start into how to better communicate with your most savvy customers? First you must know the vernacular. High-tech PR defined Blog: Susannah Gardner, author of Buzz Marketing with Blogs, defines blog as “a combination of the words Web and log. Blogs are online chronicles that are updated frequently, sometimes even daily. An update is usually quite short, perhaps just a few sentences, and readers can often respond to an entry online.” Podcast: Podcasting is the method of distributing multimedia files, such as audio programs or music videos, over the Internet for playback on mobile devices and personal computers. (http://en.wikipedia.org/wiki/Podcast) SEO (Search Engine Optimization): SEO is “the process of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine. The higher a web site ranks in the results of a search, the greater the chance that that site will be visited by a user. SEO helps to ensure that a site is accessible to a search engine and improve the chances that the site will be found by the search engine.” (www.webopedia.com). Wiki: A wiki is a website that allows users to collaboratively add and edit content. Wikipedia (http://en.wikipedia.org/wiki/Main_Page) is a good example of a wiki. New Media choices There is nothing new in the strategy of deciding which medium to use to reach your target markets. Understanding the options simply broadens the opportunities to reach different segments that are using technology in a variety of ways. The main thing to know is that technology is bringing the messages to smaller, more immediate formats: cell phones, PDAs, and iPods to name a few. Accessing email and web sites through hand held devices means instant access to information. Hearing messages through phones and listening devices opens up a totally new way to reach a young and/or technologically savvy audience. Writing in blogs or reading what others have written brings a personal element to the marketplace that has not been here before in modern times. Remember it still takes 7 to 10 “touches” for someone to remember your product or service. The “touch” range of options has simply broadened. PR strategy on the web Your public relations strategy rightfully must include an Internet presence. At the very least, you must have a web site that supports your brand with thoughtful SEO that makes your web site easily found when someone is searching for your product or service. As the viewing/listening options broaden, the opportunity for you to be found via the Internet grows. But strategy and branding are still important key elements. Your web presence should complement your public relations strategy and your branding efforts. Most companies already have a web site for their products or services. And most companies have a public relations plan. Occasional evaluation is important to ensure that the two are meeting the same goals. All of your communications (press releases, news hits) should also be featured on your web site. Since the latest Pew Internet User Survey shows that Internet penetration has reached 73% for all American adults, having a web site is no longer an option for a business. Learning how to make it an important communications tool with impact will enhance its usefulness to your sales strategy. There are currently an estimated 80 million web sites in the cyber universe (www.netcraft.com). The importance of a well designed web site, using search engine optimization, and integrating marketing and PR efforts and branding cannot be underestimated to ensure that your site is not lost in all the noise. And your product may be a candidate for a blog or a podcast to reach a targeted customer. Do you know how many potential sales you are missing by not getting with the “groove” of New Media? corecubed can help Having a skilled marketing communications team who understands your communication needs and how best to target your potential customer is crucial to success. corecubed engages such a team of top-level marketing, design, public relations, and advertising professionals who provide on-demand, strategic communications services that get results. corecubed functions as a trusted business advisor to clients serving as a full service marketing communications agency partnering with businesses to help create and implement a communication plan, including an aggressive online and “New Media” communications strategy where appropriate. We can fulfill all of your communication needs. For more information on how corecubed can help, visit us online at www.corecubed.com, contact us at 1-800-370-6580 x2 or email us at info@corecubed.com.
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