New Media Continued...

Diversity...the key to smart budgets

In response to the question as to why it's not a good idea to invest the entire media budget in new media, the answer is simple. As I previously stated, it's important to diversify. This diversity could ideally include marketing, a web site, print, radio/TV, public relations, outdoor, special event marketing, co-op, direct response, and the web.

Unfortunately, not every company can afford all of the above. And, with print, radio/TV and the web, if you don't have enough reach (reaching your target) and frequency (repetition), the campaign will not yield ideal results.

It makes no more sense to put all of your marketing dollars into new media, than it does to put the entire budget into television advertising.

Then, there's the question of your target market. Let's assume that you have a conversational media category product/service that is targeted toward the 65 to 75 year old Hispanic senior market. Recent studies have shown that 81.1% of 2-17 years old visit sites categorized within the conversational media category, while the age group with the lowest reach is age 65+ with 57.5% reach, resulting in a 23.6% difference between 2-17 years old reach and 65+ years old reach within the conversational media category. Likewise, 79.9% of 2-17 years old visit sites within the social networking category, versus 55.5% of the 65 plus years old, resulting in a 24.4% difference in reach between the 2-17 years old and 65+ years old within the social networking category.

For full details visit: http://www.terra.com/advertise/newsletters/TradeNewsletter_November07.htm

More and more seniors go online. Eighty-four percent of seniors between 50-64 years do have a computer and 77% of them have access to the Internet. This is not very much different from younger generations. Even though these percentages decline with the increase of age (i.e., 65-74 years: 54% owns a computer and 42% has Internet access). It would therefore make sense to include other media vehicles in your marketing plan that would give you the diversity and help you reach this older Hispanic segment.

The same would be true if you were trying to reach the 18 to 35 year old male market and you neglected the web and new media.
This would be a major mistake for this target group.

Check out: Searching for the Elusive Male

http://www.insidebrandedentertainment.com/bep/article_display.jsp?vnu_content_id=1001054447

Bottom line, there are no easy answers. One size does not fit all.

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