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Online media in new audience development
Added on: 29th February 2008
Summary:
Print is an old, tried and tested information technology. It doesn't work in the same way as web, email, mobile phone, interactive TV - these are somewhere between a private conversation and watching TV - listening in to what's going on.
No longer an ear to the ground, it's an ear to the air. Almost nothing about online media is the same as print. Those organisations that treat online media as if they were the same as print are wasting time and money, and losing customers for whom it's becoming second nature. It's not new media any more - it's the way we live now and a vital way of building new and stronger relationships with audiences and participants.
Keeping existing audiences, broadening their habits
People expect to find what they're looking for on the web - and they expect to be able to buy tickets, books, pictures etc. Increasingly they expect to be able to get information on mobile phones, even buying tickets, poems and images by SMS.
Keeping pace with your current audiences' habits to include use of ICT is important - don't let them leave you behind.
The attention people give websites and personal messages (email, SMS) is different from that given to flyers. Make sure every word counts - use language each audience sector will feel good about. Tailor clusters of messages for target groups, especially if you're trying to get them to taste new experiences. Short statements. Don't use ten words where two will do!
Reaching, attracting and keeping new audiences
Research how your new target audiences use ICT - and reach them where they are. Don't just build a website; the DOME scenario - "if we build it they will come" - really doesn't work. If you don't need a website, don't have one. Use your precious budget and human resources wisely - if it will work best to get a viral competition of text messages among local school kids, get some involved and helping. If it's a musical event, get local (or even national radio, if your target audience listens to it) to run a competition for tickets by SMS. Get advice on the technology from your ICT partner - get one now!
When you've got 'em, hang on! If your target audience for a new production is teenagers - and you get them - keep them interested by following up in the same - and other - media. Cross-platform connections are most effective at getting people's attention and keeping it.
