DigiMarketing : the essential guide to new media & digital by Kent Wertime

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By Kent Wertime

A primer on new media and affiliate marketing from ads giants, 'DigiMarketing' is a common sense creation to the subjects of electronic media, affiliate marketing online, and ads, all written in an easy, jargon-free style.

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These small examples actually have profound implications, particularly when you factor in the critical dimension of location-specific technology. More objects and locations will become direct response vehicles. When any logo, billboard, bus shelter, print ad or other object can instantly connect you to some form of offer or digital content, the game will definitely change. Key Implications for the Future: Video will be standard through all digital channels, including mobile and in-market media.

This requires better planning and a clear proposition. From Broadcast to Addressable The change from broadcast media to addressable channels requires a big change of mindset, the essence of which is to shift from thinking about a mass audience to focusing on individual consumers. Digital media is addressable, which means that even if there are millions (or billions) of people with that same type of device, you can still connect with each of them as individuals. Moreover, each user will connect with you as an individual, displaying his or her particular usage habits and preferences.

They can create virtual characters (known as avatars) to become their virtual selves, often in a way that releases them from their repressions and the constraints of the physical world. People spend physical world money to own virtual wardrobes, virtual real estate, and other virtual items. So, a virtual experience is not a second-rate experience. It can be both truly engrossing and emotionally rewarding. Internet game addiction clinics are a perverse affirmation of the powerful influence that new media are having.

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