New Media


In the last decade the rapid take up of internet and wireless communications has changed millions of people’s lives, hugely influencing the ways in which they communicate among each other, they gain access to information, goods and services.[1]

Today it is often possible to hear talk about “e-commerce” and “e-business” and how the internet has revolutionised the business world. According to Chaffey (2007), e-business, which is “all electronic mediated information exchanges, both within an organisation and external stakeholders supporting the range of business processes”, has introduced new opportunities for all organisations to compete in the global market place.[2]

In this era of audience fragmentation, global presence, data overload and niche marketing, marketers, advertisers and PR consultants have to be able to effectively exploit such opportunities if they are ought to survive. In order to successfully do so they must understand similarities and differences between traditional media (print, radio, TV, etc.), which are pull media, characterised by an unidirectional communication, and the new digital media such as the internet, which are push media with proactive and self-selecting customers.[3]

This essay will concentrate, among the new digital media, particularly on the internet, which is a medium with an unprecedented power of communication thanks to its ability to combine images, sound, texts and data, and on the new marketing tools (the focus will be mainly on advertising) emerged with the web.[4]

The paper will be divided in three main sections. In the first the differences between new digital media and the old traditional media will be outlined. The second section will analyse some of the most effective online digital marketing/advertising tools (however, in the end of this section, also other new digital marketing tools such as interactive radio and TV and mobile advertising will be briefly considered) presenting some case...