The Book

Marketing in the New Media by Holly Berkley discusses what new media is and how to use it as a small (or medium) business owner. It’s a good primer on the issues and techniques involved in this type of marketing. The book is a fairly easy read using a number of case studies to illustrate different approaches and providing a list of references to back up the information in each chapter.

The Review

New media, in case you’re unaware, is pretty much everything but radio, TV, and print, and outdoor ads. Cell phones, e-mail, live chat, web sites, RSS, blogs, podcasting and social media are “new.” Berkley defines the difference between old and new media as one of control: in the old media it was the advertisers who were in control but in the new media it is the consumer.

The case studies used to illustrate the various concepts are very helpful in illustrating the uses of various social media. Not being from the US, I found the analysis of the recent US presidential campaign interesting in showing the disparities in social media success of each party. There is also an interesting look at the Super Bowl and how companies that can’t afford to buy a TV ad (which no “small” business could) can still capitalize on the marketing efforts of the big guys through new media. This book focuses on the American market in its examples–not being a marketer I’m not sure whether that affects its relevance to marketing in other countries, but it is something to be aware of.

I was glad to see that this book covers much more than just having a web site and buying online ads. Berkley focuses on getting business owners to understand how to interact with their target audience since the new media requires interaction, unlike old media, which is somewhat of a new concept (and explains why many businesses come across as clueless when they apply old media techniques to new media).

As a consumer, I wasn’t particularly thrilled that she advocates having interns go around on social media and answer questions by mentioning a company product or service. As a consumer I always find these types of answers annoying and disingenuous when I come across them online but then I’m kind of crotchety that way.

The Verdict

This is a good primer on new media marketing. It’s not a how-to book, but it’s a helpful overview of issues and options. I can see it being useful for those starting their own new media marketing or hiring someone to do it for them. You can buy this and other Self-Counsel Press titles at Self-Counsel Press (US & Canada), and Amazon (US, Canada & UK).