What is changing in the marketing world?
Companies have realised that they cannot depend on any one single marketing media to reach out to their customers. New media is not regarded as a replacement for existing marketing channels but complements traditional media and makes it more effective. Marketing activities are more focused towards location, relevance and context of the communication to the target market. Permission based marketing and community building has become much more important. Every customer is important today and there is a need for companies to reach out via multiple channels. Measuring media effectiveness has been traditionally difficult but complementing marketing campaigns with powerful media like text messaging and SMS have generated spectacular response and recall rates for campaigns.
