Top 10 Fastest Growing New Media According to Marketers Worldwide, ICOM

A recent ICOM survey asked its members worldwide whether any traditional media choices were on the decline with no chance of recovery as a result of new ways of reaching audiences and, if so, which ones: Almost half (42%) named newspapers, followed by radio and television (20% each), magazines (18%), cinema (16%) and outdoor (6%). 

In the survey, many of the top 10 avenues used to reach audiences named globally come under the broad umbrella of the Internet, but not all. The top 10 cited as the fastest-growing are:

1. Blogs/e-mails/group sites
2. Viral marketing
3. Internet (interstitials/message embeds, etc.)
4./5. Commercial messages on hand-held devices
4./5. New formats of outdoor
6.-9. Brand experience (brand-sponsored games, etc.)
6.-9. Guerrilla marketing
6.-9. Search engine marketing
6.-9. SMS
10. Program development (with product integrated into content).

Some 92% of respondents said their clients are incorporating new media choices into their advertising and marketing programs, and well over half said that is occurring frequently. Only 3% reported „never.‰

In three regions--Europe, North America and Asia--blogs/e-mails/group sites came out on top as the fastest-growing. But in North America, viral marketing is equally strong; and in Asia, so are new formats of outdoor and program development with product integrated into the content. In Latin America, SMS and guerrilla marketing topped the list.

The results are based on data from 58 respondents in 25 countries from 34 different ICOM member agencies. 

Blogosphere on ICOM Survey:

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