Ten surefire ways to fail in new media

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 5

Gilbert B.Admap (UK), November 2009, Vol. 44, No. 10, Start page: 28, No. of pages: 2

Addresses the potential opportunities of online media for marketing products online from the viewpoint of the drawbacks that can lead marketers to make disastrous mistakes in their choice and application of particular online technologies. Lists and discusses these issues in the form of ten key mistakes that it is easy for marketers to make when tempted to jump on the “new media bandwagon”, comprising: falling victim to novelty for novelty’s sake; failing to do the appropriate due diligence; enlisting too many colleagues to help; failing to have a clear goal; ignoring the hidden costs of a new technology and thinking that it is all “free”; failure to test a medium to see if it works; ignoring the need to measure performance adequately;finding out too late that new media marketing involves more work that was originally supposed; failure to think beyond the consumer’s first “click”;and failure to listen to criticism. Concludes that marketers cannot ignore the new media but they must be aware of its inherent dangers.Article type:ViewpointISSN: 0001-8295Reference: 39AC553

Keywords: Advertising effectiveness, Electronic media,Internet, Internet marketing, Marketing strategy