About the Book

Internet has metamorphosed from an arcane tool used primarily by a handful to the buzzword that has attracted a large number of consumers from all segments of the society. Technology continued to break new grounds and advanced in leaps and bounds. The urge of harnessing the consuming potential of the online users became evident and marketing for long could not resist from promoting products and services online and this paved way for new media. 

New media has evolved from simple online promotion campaigns to a more sophisticated and technologically advanced system. It can create need-specific communities, consumers' interactivity with the brand, the desired brand image, an excellent tool for feedback and most importantly, become a charming way of communicating companies' promotional messages. However, people in various industries are reluctant to try new media initiatives and this is what New Media: Techniques and Trends hopes to address.

The book describes 25 different forms of new media initiatives which include blogs, wikis, social networking, RSS feeds, online radio, I-TV and many more. It also includes the responses these initiatives have got and explains how it has been useful for many companies in different segments. Not only that, the book also lists a few universities with courses that can be availed by new media aspirants.

This book intends to show marketers that new media can work for brands of almost all industries. New media can be beneficial and productive not only to companies with large advertising budgets but also for those who have just started out and wish to promote their products with fairly low advertising budgets.

Key Features

This book has ideally been written for growing creative minds. The language is simple to understand; examples and case-studies after each chapter give the reader a practical view of the implementation of various forms of new media.

 Students studying marketing, media or the Internet will find this book extremely helpful in finding new avenues to market their products and understanding the current trends and means of promotion.This book is a treat for students specializing in Internet marketing. Young web enthusiasts will get an opportunity to have all forms of new media in one single book. They could learn ‘how to implement and execute an online campaign?’ And ‘what can be the expected results?’

One of the most important chapters of the book is RoNMI—Return-on-New Media Investments—that explains how new media can be evaluated, what a marketer can expect and how he can improve it. This book is a great guide and a reference book for those who wish to learn the best practices in online promotion and explore the Internet as an advertising or promotional platform.

About the Author

Ashwin Razdan is a marketer and a New Media enthusiast. He holds a Degree in Computer Science Engineering, with specialization in Internet and E-commerce, from AIUMT in California.

He currently works for Cyber Media (India) Ltd., where he implements online promotional campaigns to market the publishing services of the company worldwide. He has also worked for other well-known media houses such as Jasubhai Digital Media (New Delhi, India) and Sterling Media (Dubai, UAE). The clients that he has serviced in the past include the Dubai Government, Reebok India, Yahoo India, Pepsi India and SX4 (Maruti).