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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