The new age media is the most vital element of new age marketing tactics, this is in view of the fact that the consumers are connected to the digital world at all times, and hence, the companies take advantage of every opportunity to communicate with the consumers with greater reach and impact. This is effectively illustrated by Danyl (2015), showcasing the influence of social media and the importance of search engines as the key to search for alternatives.
In the current marketing scenario, TV, print and word of mouth are still the key initial trigger point for consumers, however, in the next 10 years social media will rule the roost and that can be gauged even now by the interactivity, engagement and the viral factor that is the forte of social media channels, creating noise that goes global in an instant.
The alternative to TV advertising will be mediums such as mobile, internet, YouTube, since the relevance of TV advertising will be lost in the future. Tool such as blogs are vital to connect with consumers through influencers and are utilized by marketers to influence consumers to connect with a brand and buzz marketing techniques are also utilized to achieve the same. Advertising in video games will be for a niche audience.
Thus, in view of the aforementioned, new media channels will impact the behavior immensely with the consumers being less tolerant, loyal, and will be the driving force in terms of the marketing tactics used by the companies in view of the preferences of digital channels.
A telling statistic that consumers are more than willing to share their location (97%) and interests (96%) to receive targeted advertising going beyond the young demographics; illustrates that the marketing needs to keep with the consumers digital inclinations constantly to be effective (Fabrizio, 2011).
Danyl, B. (2015). What influences purchase of your product or service? Smart Insights. Retrieved from http://www.smartinsights.com/marketplace-analysis/consumer-buying- behaviour/what-influences-purchase/
Fabrizio, C. (2011). The Changing Face of Marketing: Consumer Behaviour in the Digital Age. Media Buzz. Retrieved from http://www.mediabuzz.com.sg/archive/2011/september/1378-the- changing-face-of- marketing-consumer-behaviour-in-the-digital-age