I remember my first trip to Disney World with my parents…at the time there were three amusement parks that made up the Disney World phenomenon, and they were Magic Kingdom, MGM Studios, and Epcot Center. Of all three parks, Epcot Center was the one that I loved the most due to the Future World theme which centered around developing technology and the world of tomorrow. The silver ball, which is the trademark for Epcot Center is actually the main attraction called Spaceship Earth, then sponsored by AT&T which took visitors on the journey from a prehistoric era, up until the future…which we are now currently living in. This famous attraction, which I visited in the 80’s (I think I may have told my age lol) conveyed the future as a world full digital devices, including video conferencing, flat screen televisions, and computers, which was A.M.A.Z.I.N.G to everyone on board the ride at the time. I mean, you are talking about a generation that was used to Nintendo, Atari, and beepers as opposed to cell phones. The thought of cell phones, flat screen televisions and digital devices in just about every home was mind blowing! Fast forward to 2014…what was once predicted as the future has now become a reality as possibilities has now become fact, and the predictions of the past is now currently our present world. Gone are the days when our only form of media was and ink pen, typewriter, phone and an over-sized computer. Advancements in technology has changed the entire way that our world operates, personally and professionally. Emerging Media no longer include cell phones, laptops, and fancy televisions…those forms of media have already emerged! Nowadays emerging media is more than the actual physical product…emerging media is closely correlated to social influence, and the ability for consumers to be highly involved in the marketing process. Platforms such as social media, mobile apps, location-based services, video sharing, and yes even blogs are all major contributors in new and emerging media. These platforms are steadily changing how we interact with each other in our personal and professional lives at an astounding rate.
Do you want to know my honest opinion? Sometimes I miss traditional media. yes I said it! I miss the personal touch of calling someone when you want to talk, and actually building a relationship with someone outside of the digital realm. I look at my teenage little cousins today and they have no idea what the world was like before new media. They start relationships and end relationships via text and Facebook, and they have no idea what it was like to play games such as Hide-and-Seek or Freeze Tag outside because that has been replaced with online streaming games as they play against someone in Antarctica who they have never met! Or better yet, they entertain themselves by tweeting their favorite crush, re-tweeting their favorite celebrity, or posting Instagram photos and videos as a hobby. Sometimes I feel like they are missing out…but hey, sometimes I feel like I missed out, because their teenage lives just seem to be so interesting! 🙂 However, as the world turns, change is evident, the evolution process is necessary, and for the most part that transition is good one. New and Emerging media allows us to communicate about anything and everything with whoever we choose as well as provide easy accessibility to family and friends, It also gives us the option of convenience, placing everything at our fingertips from shopping, navigation, shopping, career, shopping, entertainment, education, and did I say shopping? 😉 The article How Social Media Has Changed Our Daily Lives, zones in further on the impact that emerging media is demonstrating, and why it is so important.
It was only a few years back that marketers only relied on television, print, radio, and the internet to create marketing opportunities in hopes that it would appeal to consumers. Sometimes it reached the appropriate audience, and sometimes it did not, but these forms of media however did get the job done for what it is worth.
With traditional forms of media, the more creative the ads were, the better chance the brands had a chance of captivating the audience’s attention. So what happens as a result? A clutter of marketing ads, each attempting to outdo the other in order t to showcase their products or services. New and Emerging Media on the other hand has now allowed Marketers flexibility and increased access to its consumer base due to the fact that smartphone devices, tablets, mobile apps, and growing social media platforms has opened the door that has been closed for many years. What door you may ask? Well, new and emerging media opens the door that has kept brands from interacting directly with the brands. With new media, consumers have a great influence on marketing decisions and are actual advocates of the brand. They are what I like to call “walking billboards” or walking advertisements which has a powerful impact over brand perceptions and purchasing behaviors. All it takes is a tweet, status update, video review, or ad share, and brands as a result can be positively or even negatively impacted, which why it is imperative for companies to actively participate and invest in social-based technologies and monitoring tools that can benefit their businesses by examining what it is that consumers are asking for. Adage has a very interesting article called Why Brands Should Embrace Technological Change which discusses the changes over the years including how it is affecting brands and the way that they conduct business.
New and Emerging Media is more social than ever before, focusing on interaction, engagement and building relationships. Social media networks are growing at a large rate, as individuals and companies alike continue to realize the importance that these platforms have in their lives and the world today. Anything that a individual wants or desires is just a touchscreen away from obtaining, at anytime. They say that Vegas is the place that never sleeps, but it looks like Social Media has taken its place! Businesses have caught on to the fact that they best way to reach its audience is through new and emerging media as they are constantly inventing new ways to engage with its consumers. For example, companies are turning location based services that utilizes the GPS function on consumer’s phones to target marketing strategies more specifically and efficiently. Additionally, organizations such as Zappos are using listening tools to monitor what consumers are saying about the brand both positive and negative, and responding accordingly. There are so many elements to new and emerging media, and so many seemingly possibilities for the future. Of course, even though its new now, that will not always be the case. But for now, we are enjoying the ride, and what a great ride it is!