Strategic Media Decisions

New MediaTechnologyChapter 10

New Media Internet Intranet Wireless Other business apps

Computer Based Training Kiosks Web-based seminars Ad screens

Home and personal entertainment

Internet

Internet goals Channel Churners Matchmakers Digital Destination e-Bazaars

Sites can have multiple goals

Channel Churners GOAL: Build and maintain traffic Survive via advertising revenue Know their visitors well

register visitors conduct surveys analyze visitors

Matchmakers GOAL: Lead generation Formal leads: obtained via

registration, surveys; contests, etc. Example: MortgageLocators.com;

IThinkInc.com Informal leads: more like a

traditional ad; AIDA

Digital Destinations GOAL: Brand awareness and

enhancement Sites correspond to Brand name Offer information, entertainment and

editorial Examples: Nike.com; Tide.com;

American Girl.com

e-Bazaars

GOAL: Sales Click & Mortar / electronic stores Stand-alone entities or

electronic outlets of traditional Brick & Mortar stores Examples: adidas.com;

APTElectronics.com

Intranet A company’s internal network of

information and communication Often the established home

page of business users Seen every day, often multiple

times a day Advertising / Profit Center

possibility?

Wireless The most common wireless application in the

world is telecommunications Wireless communications also delivered on

PDA’s and handheld computers Using different forms of HTML

• XHTML MP• WAP CSS

Digital/wireless business applications Computer based training Kiosks Web-based seminars Digital ad screens

Computer based training Tutorials and demonstrations

now in virtual reality Online classes

text, quizzes and examinations Product trial

sometimes virtually

Kiosks Free standing computer terminals

equipped with touch screen technology

Provide and obtain information from users

Examples: KIS Kiosks

Web-based seminars and conferences Digital demonstrations and

education as a sales /communications tool

Allow customers to participate in real-time demonstrations and presentations from comforts of the customers own office or cube

Example: WebEx

Digital ad screens Touch screen entertainment and

advertising Available in taxis and elevators Examples: Captivads; Kota Media

Home and personal entertainment Digital music and

video DVDs and CDs

include ads, bonus features and Internet links

New Media Content Most important aspect of content is

INFORMATION Think PR, not advertising Provide all of the information you

can, space is not an issue

New Media Content What should you offer?

Summary Considerations and characteristics of

New Media applications Internet and Intranet Wireless Specific business applications Home and Personal entertainment