Merging Media and the Market

“Change your thoughts and you change your world”
Norman Vincent Peale
US clergyman (1898 – 1993)

I’m starting to realize that new media is no better, no worse, but simply just different from traditional media. OK, maybe its better, but only if I get to keep my books, and magazines, and newspapers. While I speak as if I’m against all things new media, I do appreciate the convenience these new applications bring to my life.  I would die with out online banking and the ability to search the Web to my heart’s content.  I get driving directions and watch live broadcasts on my cell phone.  My house is totally online: digital cable, monitored security systems, wireless internet, Xbox Live networked to our PC.  And while I feel dissonant if I don’t surf the Web at least once after I get home from work, I’m still disheartened when people talk about the demise of traditional media.  I want it all, but as you can see the trends are against me:

But ultimately I’ve come to realize that new media benefits us all in one way or another.  Consider the following three areas:

1.  User-Generated Content

Need I say more?  Individuals are becoming more and more in control of the media.  Consumers have the freedom to choose what they view and what they interact with more so today than ever before.  Users are in control and not forced down any particular route.

2.  Segments of One

Businesses have long been talking about marketing to a segment of one and new media is bringing us closer and closer to accomplishing this feat.  New media allows us the ability to deliver as much or as little information as the user requires.  New media allows marketers to focus in on more specific niches through permission based marketing and cookies. 

3.  Telecommuting

I’m sure we’ve all experienced a temporary Internet outage at work; during which work ceases to exist and filing becomes everyone’s priority.  Businesses rely on new media to both do business and promote their business.  This reliance on new media has enabled more and more employees the opportunity to telecommute.  Telecommuting has been shown to increase productivity because employees are better able to manage their work/life balance.