New Media Tenets

    • New media is all about instant gratification to the consumer!
    • No ‘One’ [new] medium alone is sufficient in conveying a brand’s identity and delivering its marketing message
    • New Media should always be coupled with traditional media to ensure a brand’s message does not get lost in ‘technological white noise’
    • Traditional media is the most effective ‘call to action’ for new media
    • The use of new media should compliment traditional media in a linear fashion
    • Viral use of new media must be calculated and complimentary to prevent undermining the traditional campaign elements
    • All you can do is prepare for viral, you can not assume it
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