Alternative Media Gains Credibility

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Nearly half (49 percent) of senior executives surveyed recognize that reaching audiences only through traditional mass media is no longer effective.

The Changing Face of Marketing and Communications in Today’s Creativity Economy,” by Weber Shandwick and KRC Research, shows that top execs are getting the clue – half (49 percent) realize that using traditional media is no longer enough and 76 percent of senior executives are already experimenting with “alternative” media. (defined as any advertising or marketing besides television, radio and print media.)

They call it the Creative Economy – others have called it the Attention Economy

Consumers are tuning out traditional messages and alternative communication methods are the key to reaching your audience now. Companies are turning to social networking as a way of communicating with customers: nearly seven out of 10 (69 percent) executives use this strategy today, says this survey (a figure that’s on par with company use of traditional magazine advertising -68%)

So they are aware of the effectiveness of social media. Yet I see many an online newsrooms that has no social media elements in their press releases. This is a huge missed opportunity. If you are putting out regular news and press releases, syndicate them in an RSS Feed and offer easy ways for people to share and syndicate your content.

You’ll be surprised at what this can do for you in terms of reaching new audiences, attracting more traffic and gaining higher search engine ranking.

See this case study

“We’re in the early days of a totally new media era,” says Billee Howard, executive vice president and managing director in the Global Strategic Media Group at Weber Shandwick. “Those companies that do not combine the new media paradigm with the best of traditional media will most certainly do so at their peril.”

Good point.



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Sally is the author of Website Content Strategy blog: Information about the shifts in media consumption and the use of
technology in marketing and PR so business can stay in touch with
their rapidly moving audiences.

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