Connecting the influence, reach and output of Emerging Media

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March Madness

March Madness refers to the single elimination tournament for NCAA Division1 basketball. The event is extremely popular as CBS Sports and Turner Broadcasting System Inc., paid more than 10.8 billion dollars for the rights to present the Division I Men’s Basketball Championship beginning in 2011 through 2024. The games are aired on CBS, TBS, TNT and truTV Networks.

With everything else becoming applicable on mobile devices, so has the tournament. March Madness Live is an application provided by the NCAA that allows users to:
• Watch live games on your computer, iPhone, iPad, iPod Touch and select Android phones (requires $3.99 upgrade)
• Listen to games with live radio coverage
• View the brackets by region, round and date to see what’s happening and what’s coming up in the tournament
• Get live box scores and highlights
• Post updates to Facebook and Twitter and track social activity around the tournament
• Get alerts about upsets, close games and more.
• My Channels: Find out where the games are on TV in your area.

The tournament is now also using Twitter to increase the interaction for this event. “Twitter is bringing March Madness to the mobile masses”. Viewers can tweet throughout watching the games, and without leaving twitter, they will have the opportunity to watch highlights and replays from a live game.

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Sharing gone Wrong

In a world that is becoming more mobile every day, social media networking is growing. People now urge to Tweet there every thought, upload pictures of themselves or their meals via Instagram, and share videos with the world on Youtube. One of the newest application cravings is for SnapChat.

SnapChat is a free mobile application that allows users to share pictures, for a limited time period (10 seconds at the longest) before the pictures are deleted. I.E. a new flawless applicant for sexting right? Wrong!

Recently at Ridgewood High School, in New Jersey, nude photos of two female students were sent through the application and captured, then posted on Instagram for the world to view, making permanent what was supposed to be a temporary “snap.”

Another instance has resulted in the rape trial of two Steubenville, Ohio teenagers. The teens had “messages, photos and videos from a drunken party incriminated them. Other teens at the party shared videos and comments about the victim on Facebook and Twitter, as well as via graphic text messages. Those postings spread beyond the high school students’ circle, with individuals and groups, such as the hackitivist collective Anonymous, publicizing the night’s events on the Internet. The growing use of smartphones and the rise of Instagram, Twitter and Facebook have helped prosecutors and defense lawyers make their cases.”

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Whats Next

When marketing one of the most important factors is to know your target. Social media is a popular means by which to advertise in society today and in the near future, however if marketers do not use outlets that are popular within their target audience, the advantage of using social media will be lost.

By understanding where your target audience spends the majority of their time, companies can decide where to allocate the most of their advertising dollars.

According to Nielsen and NM Incite’s latest Social Media Report, consumers continue to spend more time on social networks than on any other category of sites—roughly 20 percent of their total time online via personal computer (PC), and 30 percent of total time online via mobile. Additionally, total time spent on social media in the U.S. across PCs and mobile devices increased 37 percent to 121 billion minutes in July 2012, compared to 88 billion in July 2011.

In order for company’s to continue to take advantage of marketing through the social media trend, the must completely understand where and how to reach their target market. Making advertisements tailored specifically to this group, through the medium used.



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From a marketer’s standpoint, mobile marketing is ideal. Marketers can now tailor their advertisements to consumers based on Search Engine Optimization , or geo-location, providing more accuracy and more intimacy than typical mass marketing. However to a consumer Mobile marketing has become a nightmare.

Smart Phones now are able to do more than ever: widgets such as Siri, are able to vocally answer questions with the help of the internet, Google Maps can provide directions using your ‘current location’, and even Weather updates can be automatically uploaded to a mobile device. In a world that is becoming more mobile privacy is becoming transparent.

97% of consumers agreed that privacy as well as knowledge of the information that is being collected is a major concern when using their smart phone. And while 99% of users believe that privacy is important only about half of them have actually ever read the privacy policy of a mobile application.
With Marketers taking advantage of the growing field of mobile marketing, in order for consumers to be more secure with their privacy there are 8tips that consumers can follow:

1. Always Create a Unique Password
2. Set a strong Password and frequently change it
3. Update your phone as well as third party application software
4. Look for signs, read reviews before a purchase
5. Be careful when clinking on links that could be spam, or that ask for personal information via email, SMS or social networking sites
6. Only enter credit card information on sites that have a lock symbol or being with https://
7. Read the applications privacy policy
8. Note pop ups

mobile privacy

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Geolocation Marketing

In a world that has become so centered on technology, brevity and connectivity are vital, and the devolved ability to be connected constantly is now a craving. Because people now have this required need for immediate connection, geolocation marketing is becoming increasingly important.

As defined by Google: Geolocation- is the identification of the real-world geographic location of an object, such as a radar, mobile phone or an Internet-connected computer terminal.

With companies now having the ability to know exactly where someone is, brands can target their audiences based on location, something that could not be done as immediately or on the go, through more traditional marketing methods.

“Hyperlocalized marketing enables more relevant messaging and increasing customer engagement and conversion with each campaign. Better ads increase offline and online traffic, conversion and sales by automatically personalizing merchandise assortments by location. The ability powers local search and discovery.”


Word of mouth marketing has made the overall achievement of individuals and companies largely dependent on a company’s social media success; making geolocation marketing that much more important. Marketing will become more referral based as a result of rapid information exchanges enabled by social media tools. (Qualman, 2011)

Gowalla, SCvngR, Where, Loopt, and Fourdsquare are all examples of geolocation based applications, with FourSquare being the leading geo-location network within the U.S. (Baier, 2012)

Foursquare is a location-based social networking website for mobile devices. Users cheek in at places using a mobile website, from list of places or venues the application locates in the area. Each ‘check-in’ brings the user points and sometimes what the company calls badges. Points and badges, are collected until the user gains a rewards from that specific location. Foursquare has acquired over 750,000 different places or businesses that offer specials or incentives for users to ‘check in’. Foursquare specials are essentially incentives businesses provide to users in order to persuade consumer to become more frequent or even first time users.

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Mobile Marketing

Once upon a time, businesses only marketed to consumers through direct mail marketing, brochures, television ads, radio advertisements, and other more conventional methods of marketing. A time before Pandora radio, before twitter and Facebook, before YouTube was in the palm of our hands, before the world became so mobile, imagine that!

Today conventional marketing has all but become a thing of the past. Everything is fast. If it can’t be done on the go, people either do not want it, nor have time for it. With this being said mobile marketing is booming.

“64% of mobile subscribers have an Internet enabled phone, of which 44% use the mobile Internet. Among subscribers who have an Internet enabled phone, 76% have an unlimited plan, and 87% use mobile email. Across all subscribers and phone types, 27% use the mobile Internet.”

By the year 2013, download purchases in mobile application stores will surpass 21 billion. With these numbers marketers now have a broader market than ever to reach their audience. Mobile marketing provides numerous outlets and opportunities for companies and businesses alike to promote and market their brand. Mobile marketing is now. Mobility is the future.


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Social Media

Social media is a growing outlet for marketers, with word of mouth marketing being the main driving force behind social media marketing.

Social media marketing can take two different paths. Companies can market to consumers on different social networking sites, and/or consumers can create or reiterate content for companies themselves.

If a company plans to market on a social media site, “companies need to focus on providing content and tools to consumers, which is the opposite of traditional marketing. Instead of providing consumers with a one way communication stream, companies today need to focus on supplying something of value.” (Qualman, 2011)

It is “imperative that you produce products and services so that people not only want to be associated with you brand, but also take ownership of it.” (Qualman, 2011) This allows for consumers to create their own content and become marketers themselves. User to user marketing at times can be more effective as it comes from a trusted source. Companies that can create content for consumers to talk, tweet, blog, or post about, allow their company’s particular message to spread from user to user and third party sources resulting in EARNED media opposed to paid media.

Social media is a relatively inexpensive and efficient option for organizations to market themselves, and their new campaigns. Not only does it bring increased brand awareness because of the sheer number of users available on social media sites, but it also increases brand relations as it makes the brand more personable. Social media has essentially become a platform that is easily accessible to anyone with internet access.

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Word of Mouth Marketing

Social media has given leeway for every consumer to now becomes a producer; through their tweets, blog posts, updates, or even added photos. Because of the speed and reach of social media, word of mouth has now become world of mouth. “World of mouth is an advancement of Word of Mouth as: (1) it disseminates the information quickly and globally; (2) its digital aspect allows the original integrity of the message to remain intact; and (3) it is traceable to an original source”. (Qualman, 2011)

Information can now spread at viral rates, and can be located or searched though common words, hashtags, tags, @’s, or other entities linking multiple people to a single source. Because consumers are so active on social media sites, business “don’t have the choice on whether or not they do social media; the choice is how well they do it”. (Qualman, 2011)


Word of mouth marketing has the power to quickly build up or tear down the reputations of products, services and organizations. Today with social media becoming so prevalent word of mouth marketing is expanding, and word of mouth marketing often spread quickly through the usage of social media.

“As social media becomes ubiquitous the speed and frequency of word of mouth communication will continue to increase. The ability for stories to scale beyond traditional channels i.e. face to face, phone, etc. becomes a double-edged sword for organizations.

Unfortunately, as quickly as positive stories get exposed, negative word of mouth seems to travel even faster. When it comes to WOMM (Word of Mouth Marketing) brands need to understand the growing role of technology and its ability to aggregate, amplify, and distribute individual voices.”

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Hello World

Hello World,
I want to welcome you all to my new blog! This blog is dedicated towards illustrating the connections between consumers and brands through various emerging media channels. More specifically this blog will discuss the impact that emerging media has on the world today; how it has impacted the way consumers think, the way marketers advertise, and most importantly the way that the two interact.

Emerging media, according to Em Emerging Media “is the evolution of utilizing technology to share information in new and innovative ways. Current trends in marketing include an explosion in digital media with the development and expansion of social networks, blogs, forums, instant messaging, mobile marketing, e-mail marketing, rich media and paid and organic search all the way to offline trends in discovering the power of word of mouth marketing (WOM) techniques and strategies that become a part of integrated media and marketing campaigns.”Today emerging media is based upon interactions. It is more so about eliciting a response or a reaction opposed to simply promoting a message. Over the course of nine weeks we will explore how emerging media has changed our thought process, and the way we interact with one another.