New-age media stands for digital media which is interactive, includes 2-way communication and necessitates some form of computing. It is an electronic-based interactive media and is based on communication technologies that enable or facilitate user-to-user interactivity and interactivity between user and information.
Characteristics of New-age Media
The new-age media presents certain unique characteristics and modalities which make it what is is and sets it apart distinctively from legacy media.
Digital – Uses data and real-time information, and presents multiple content running on technological convergence
Interactive – As this facilitates 2-way communication, both in active and passive forms, creating a distinct set of prosumers of content
Hyper-textual – As it operates in a non-liner format, with personalization of content being a key feature and differentiator
Virtual – Creating a world of its own which can be often unreal and surreal, with amplification of content and powers of propagation
Networked – Runs on global networks with a high connectedness content and digital assets, leveraging the collective intelligence and pooling if information
Simulated – Builds an environment which is experience-driven and high on production, dissemination and consumption of content
Measurable – Content Analytics helps to know the reach of postings and can indicate quality of traffic, segmentation and demographics
Key Differences between New-media and Legacy Media
Legacy Media
New-ageMedia
Time-consuming production & distribution
Quick and instant production & distribution
Fixed product/push
Flexible product/pull
Linear consumption
Non-linear consumption
Single platform, cannot be combined
Multi-platform, hybrid content
Restricted and regulated
Open
Limited geography
Global reach
Exclusive
Interactive
Content as a Driver of New-media
The emergence of dynamic content and real-time updates has ensured round the clock production, distribution and consumption of content. This has led to prolific content generation across digital platforms. Technically new-media content is based on pull, as the content pulls relevant traffic to the media vehicle. Customer can seek out information via search and land on the relevant page. The specificity of the search and the personalization associated with the profile allows for niche content to be accessed, which is both a novel and exciting experience from conventional usage. This has led to far-reaching democratization in this space, both as a content contributor and content receiver.
Meanwhile fore-sighted conventional media has smartly made content available in web versions, thereby staying relevant and accessible.
FCB Grid & Informative Power
Long-form content marketing typically appeals to the ‘informative Quadrant’ as given in below FCB Matrix, this segment exhibits high involvement and information processing, necessitating supporting content which is of high-quality and engaging.
Developing a Content Marketing Strategy
Here are some pointers and stepping stones which can be availed to design and further augment your content marketing on new-media tools and channels. These guidelines can lead to the creation of authentic, original and hi-value content, which is durable and impactful.
Define the content marketing goals
Understand the audience
Identify buyer’s journey and the buyer’s stage for appropriate content
Leverage diverse content types and distribution modes
Give information what customer is seeking
Invest in evergreen content which is well researched, informative, hi-quality
Incorporate STEPPS Model – Social Currency, Triggers, Emotions, Practical Value, Public & Stories
Use-case in B2C Fashion Brand
Webpages feature functional info specific to the product Comprehensive product info and display showcasing design intricaciesClassified news items grouped under news listings
About the Author
Jimmy George is a seasoned marketer and brand builder with more than two decades of experience in product marketing, with expertise in content marketing and digital customer acquisitions. He is the Business Head and Managing Partner of ByGeorge Content Solutions, a content-design-marketing firm. He can be reached at jimmygeorge@bygeorge.in