New Media fosters creativity in many different ways including in marketing and advertising to consumers. Using these platforms allows for the companies to not only strive to match consumer needs but also promotes creativity with a particular campaign. The ideas are often driven by the medium and how the consumers use them. After experimenting with the new media platform, the company finds contextual ways to be relevant and can invite users to be part of the process in certain campaigns.
In Claire Miller's article "Twitter Serves up ideas from its followers" she states just how this process is beneficial to companies as "consumers often come up with ideas for products, and companies wait on the sidelines to see if they have mass appeal." By allowing consumers the freedom of using the platform in their own ways, the company notes what they should prioritize and how they can use a platform to their advantage. The developers of the new media constantly ask themselves "‘Why are people using this and how could we make that better?'" By doing so they're allowing themselves to explore the benefits of a platform and later use it to their advantage in a creative and innovative way.
Hi Rebecca,
ReplyDeleteAllowing consumers contribute in a companies process of making a new media is a great idea. It can go along with the concept of whatever is hot will sell. Companies allowing consumer input on what is good and bad will and can help extremely in any new media building process.