in Today’s Communications Environment
The world of communications is changing rapidly. The Mainstream Media (newspapers, magazines, radio, television, billboards, etc.) are fading away before our eyes. Newspapers close everyday; broadcast television stations now share news rooms in many markets; and a week doesn’t pass without some highly targeted magazine shutting down. And as the MSM is reduced in width and breath, their importance to you as communications tools fades. That’s not to say that the MSM is totally muted; it’s not. In fact, judicious use of MSM is frequently recommended to clients by NHD, depending on budgets. However, it’s accurate to state that a communications campaign today that is simply conceived, launched and run as it was, in say — 2008, or even later, is completely missing the point of today’s communications revolution. NHD knows that to be successful in today’s communications environment, in addition to various MSM applications, you need carefully designed, highly targeted e-based video messaging that generates very clear metrics for your organization. This is where communications is headed and this is what NHD specializes in producing.
Why is all of this occurring? First of all, digital communication is substantially less expensive than MSM. There’s just no comparison in the area of cost. Additionally, these applications can be adjusted much more quickly than the older MSM, and, importantly in this environment, they have the capacity to carefully measure target impact that no MSM can even approach. Think about this: Remember MSM ‘media impressions’ and the cost they entail? We all knew they were just ‘estimates’ on viewership or listenership. Today, those ‘estimates’ are gone. Now you can have the actual electronic trail of each individual visitor who may enter your site and learn about what they like, don’t like, and want more of with absolute certainty.