New Media's Growing Influence

Tuesday, March 11, 2008 by Mistlee

Can't see any images? - Click To View!

Click to Play

SMX West 2008: Chloe Spencer
Mike McDonald of WebProNews had the opportunity to talk to Chloe Spencer at SMX West in Santa Clara. Chloe is the daughter of Stephan Spencer who...

Web News

France Wins EU Approval To Give Internet Search...
France on Thursday won EU approval to give €99 million (US$152 million) to several companies hoping to build a European rival to U.S. search giant Google Inc. The European Commission said it could allow the...

TES acquires design centre in Quimper
TES Electronic Solutions (TES) has increased its design capacity by acquiring Assystem’s Quimper Design Centre. The Quimper Design Centre has 28 highly skilled engineering staff, all of whom will join TES.

Alca-Lu Extends Broadband Access Portfolio
Alcatel-Lucent has announced an extension to its Intelligent Services Access Manager (ISAM) portfolio of digital subscriber line (DSL) and fiber access products.

French Court Says Site Cannot Grade Teachers
A French court ruled on Monday that a popular Web site can no longer let pupils name and shame their teachers. Following the example of successful U.S. sites, French entrepreneurs created in January that...

VMware Launches Two Data Center Products From...
The company puts its Lifecycle Manager and Site Recovery Manager products in place to compete with disaster recovery specialist PlateSpin. VMware is expanding its data center management capabilities...


New Media's Growing Influence

By Jordan McCollum

I'm guessing that not too many readers will need convincing that the Internet and various forms of online media are a good way to appeal to customers. But just in case you wanted some numbers proving that, BIGresearch has published the latest Simultaneous Media Survey results, which show how influential consumers find (or think) various media are. (Consumers surveyed were adults (over the age of 18).)

Traditional media strong but falling

Traditional media encompasses all the "old school" marketing methods, from word of mouth to product placement to television to print. Most of these methods still show that many consumers still rank traditional media as influential in their purchase decisions.

Of the top ten most often mentioned media, only one of those was considered a "new media" (you get to guess which one):

• Word of Mouth (42.60%)
• Read Article on Product (34.30%)
• Newspaper Inserts (30.50%)
• TV/Broadcast (27.90%)
• Instore Promotion (27.40%)
• Magazines (24.70%)
• Coupons (23.10%)
• Direct Mail (22.50%)
• Internet Advertising (22.40%)
• Newspaper (21.80%)

However, of these ten, half showed a drop in year-over-year scores. Another three showed an increase of 0 to 1%.

Try a Better Way Today. Try WebEx PCNow

Perhaps most devastating is the list of media, new and old, with static or decreasing YOY scores, some in the double digits:

• Word of Mouth (0.00%)
• Outdoor Billboards (-0.90%)
• Newspaper (-1.20%)
• Internet Advertising ("new") (-1.40%)
• Magazines (-3.70%)
• Newspaper Inserts (-4.50%)
• Satellite Radio ("new") (-6.90%)
• Video on Cell Phone ("new") (-10.60%) • TV/Broadcast (-13.90%)
• Cable (-14.40%)

Internet advertising falling

Interestingly, Internet advertising fell slightly YOY, though overall 22.4% of respondents said it was influential. It was the only "new" media to make the top 10 most influential list.

Other media show increase

The five fastest-growing media are mostly "new" media:

• Instant Messaging (Computer) (7.50%, up 22.00% YOY)
• Blogging (6.10%, up 21.50% YOY)
• Web Radio (6.20%, up 14.40% YOY)
• Product Placement ("traditional") (13.90%, up 10.20% YOY)
• Email Advertising (21.50%, up 9.20% YOY)

However, it's important to note that a very small score is easy to increase by double digits. For example, instant messaging was the medium growing the fastest in influence, with a 22% YOY increase. However, because only 7.5% of respondents cited IM this year, we can interpret that about 6.15% of respondents named IM last year-an increase of 1.35 percentage points. Blogging and web radio's growth are even smaller.

Even the growth of product placement and email advertising don't show very much change. Using the same method as above, we can infer that email advertising increased in influence by 1.83 percentage points; product placement by 1.29 percentage points. So really, it appears, there isn't a whole lot of change going on in consumers' perceptions of media influence.



About the Author:
Jordan McCollum is a staff writer for the popular marketing blog Marketing Pilgrim. She has worked in search engine optimization with clients including 3M, Little Giant Ladders and ADP. After graduating from Brigham Young University, Jordan joined the SEO copywriting team at the Internet marketing firm 10x Marketing.

After 10x closed its doors in December 2006, Jordan became a freelance writer and Internet marketing consultant specializing in SEO. She also has extensive experience with web analytics, conversion rate enhancement and e-mail marketing.

About WebProNewsFrance
The French edition of WebProNews is designed to keep French Internet professionals up to date on the latest news and trends in the online world. Stay up to date with WebProNewsFrance. Your source for news, commentary and expert tutorials designed to help your online business efforts succeed.

WebProNewsFrance is brought to you by:

-- WebProNewsFrance est un publication de iEntry, Inc.--
iEntry, Inc. 2549 Richmond Rd. Lexington KY, 40509
© 2008 iEntry Inc. All Rights Reserved Privacy Policy Legal

archives | advertising info | news headlines | free newsletters | comments/feedback | submit article

Unsubscribe from WebProNewsFrance.
To unsubscribe from WebProNewsFrance or any other iEntry mailings please send an email request to:
News and Views for Internet Professional in France WebProNewsFrance News Archives About Us Feedback WebProNewsFrance Home Page About Article Archive News Downloads WebProWorld Forums Jayde iEntry Advertise Contact