Social media is just one of many new media outlets that brands have at their disposal to communicate to loyal customers and new prospect. Trying to figure out how to get your brand in front of the right customers may be a daunting task considering the plethora of media channels available to marketers. Between traditional media like print, radio and television and new media like Twitter, Facebook and Youtube, choosing the right outlets for a brand can be massive undertaking. According to a recent survey, more marketers and brand managers are considered creating their own content and delivering it directly to their target market. The survey, conducted by custom media guru King Fish Media , was completed by 230 respondents who were either in corporate management or marketing/sales management. Among the respondents, a whopping 86% said their company was planning to create original content for their customers/prospects. The survey suggests that digital media strategies are becoming attractive to advertisers and marketers because they offer a more affordable solution than traditional media outlets do.Â According to the survey,
“Structural and cultural changes are leading companies and brands increasingly toward original content in the form of their own media channels and in custom media and social media networks. These company-owned and managed mediaÂ channels give them direct interactive access to customers and prospects, allowing for more measurable return on investment.”
This growing trend has produced brand engagement on a scale never seen before. Sites like YouTube, Twitter and Facebook offer brands and customers a back-and-forth type of opportunity to communicate. This can have a real effect on customer loyalty and the bottom line. More and more brands are opting to use these new media outlets because they offer a two-way conversation rather than the old one-way conversation more traditional media offers. To download a copy of the King Fish Media 2009 Survey on Marketing, Media and Measurement, click here .