New Media: The Evolution of Promotion to Holistic Marketing Strategy
New media has resulted in communication strategy evolving to a more integral component of
marketing strategy, where the two are converging. This paper discusses the implications of
this shift in terms of integrated marketing communication, drawing on the existing academic
and practitioner literature. It is suggested that the effective use of new media means
communication activities will direct tactics and strategy, rather than being driven by them.
The media landscape has changed substantially over the past decade. Digital content has
moved beyond the Internet alone and can be found in radio, TV, cellular phones as well as on
interactive screens in public places. Digital formats allow for more dynamic advertising over
a wider array of platforms. A challenge for marketers is the effective use of these new
dynamic, interactive media. The combination of media proliferation, media fragmentation and
audience fragmentation has given rise to major challenges and opportunities.
Marketers are uncertain of the challenges posed by emerging new media (Barwise, Elberse,
and Hammond 2002; Louvieris and Driver 2001). The Internet is more than another media
channel. It has evolved to exploit a range of high capacity networks and convergent devices
such as interactive digital television, online games, next generation cell-phones and more
(Barwise et al. 2002). The internet has facilitated a host of other electronic communications
which provide opportunities for real time communication, virtual experiences and the capacity
to collect rich data about prospects. As such, new media provides interactive, real time
opportunities for dialogue and non-linear access to differentiated contents.
New media has changed the interface between consumers and organisations. Most
importantly there has been a shift in power between the media and the consumer. The rise of
consumer generated media has turned consumers into