As a society, we are now firmly ensconced in the digital age. In this highly dynamic landscape, emerging digital technologies and platforms have an increasingly important role to play in the world of marketing. Making use of new and trending platforms is especially important when trying to engage young adults. Discover effective ways to integrate emerging media into your university advertising efforts.
“Emerging media” are communication formats or channels that are in the process of becoming part of society’s communication architecture. It can take decades before an emerging medium becomes established and, even then, the new medium is often in a constant state of refinement and innovation.
For example, in the past few generations, we’ve expanded from print and broadcast media to digital media (including email, websites, social media platforms and online streaming services). Traditional media hasn’t disappeared altogether, but it is augmented by new technologies.
We know how important advertising to students is. But we also know the difficulties inherent in advertising to young adults. Many don’t watch broadcast TV, listen to terrestrial radio or subscribe to cable. They’ve been taught to be skeptical of advertising and are well acquainted with the use of ad blockers. Fortunately there are many effective ways to reach this valuable audience. Adding emerging media to your marketing mix is one of them.
Combining traditional and digital campus advertising tactics extends your reach while each part of your marketing campaign amplifies the efforts of the others. This is what makes integrated media campaigns one of the most successful college media strategies.
“We need to look to the future. You can't come up with new things unless you constantly forget the past. There's no reason to keep wearing the same pair of pants."
- ANDREW LAU
TikTok is a video-sharing social networking service. The platform is used to make very short videos, which are recommended to users based on their activity within the app. This allows companies to rapidly reach their intended demographic through influencer marketing. Businesses can also sell their products directly to consumers on TikTok.
One of the main advantages of TikTok is that it allows businesses to connect creatively with audiences around the world, far beyond the geographical region they could typically access. Additionally, it is an excellent way to reach Generation Z.
Snapchat is a multimedia messaging app primarily known for making pictures and messages available for only a short time before they become inaccessible to their recipients. It’s also known for representing a new, mobile-first direction for social media, and allows users to interact with virtual stickers and augmented reality objects. The "Discover" feature lets brands show ad-supported short-form content.
With Snapchat, advertisers are able to reach a global audience and drive meaningful results. Businesses can target users based on their interests, behaviors, location, and more.
Instagram is a photo and video sharing social networking service The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. People can browse other users' content by tags and locations and view trending content. They can also like photos, follow other users and add their content to a personal feed.
People come to Instagram to discover things they love, including businesses. When marketers pay to promote a post, they reach new people, creating new leads and engagement.
Twitch is a live streaming service and global online community operated by an Amazon subsidiary. Content includes gaming, entertainment, music, sports, and more. Twitch advertises itself as the ultimate influencer marketing based platform. It was introduced in June 2011 and has grown rapidly.
Discord is a VoIP (Voice over Internet Protocol), instant messaging, and digital distribution platform designed for creating communities. Users communicate with voice calls, video calls, text messages, media, and files in private chats or as part of communities called "servers". Discord servers are organized into topic-based channels where users can collaborate, share, and chat. As of December 2020, the service has over 140 million monthly active users.
There are a number of creative ways that businesses can use Discord spaces to engage and grow their audiences.
The audio streaming space is increasing in popularity each year and shows no signs of slowing down. More and more users are shifting to multimedia and audio streaming platforms every day. This includes music, radio programming, and podcasts. Some of the most popular platforms are Spotify, Amazon, Apple, iHeartRadio, Audible, and Stitcher.
By buying space on audio streaming platforms, advertisers can strategically target users who fit their desired audience profile. With audio advertising, marketers are also able to measure post-advertising data that is integral in evaluating their campaign. On Spotify, for instance, advertisers can measure user interaction and see if an individual listened until the very end of an ad.
+ Learn more about the benefits of audio advertising.
Are you ready to create your own successful campus media campaign? See our complete guide to advertising to university students.
Here at MSS Media Inc, we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSS Media, Inc a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!