Internet presence is crucial, but more than a website is necessary.

"The world of communications is currently undergoing the most radial upheaval seen since the Industrial Revolution," according to Duncan Wardle, V.P. of Global PR for Disney Parks.

Businesses must be smart and combine traditional public relations (PR) with digital media PR and marketing strategies to obtain maximum impact. I will only cover a few of the new tools.

FIRST STEP:

Just like traditional PR and marketing, first you must take into account:

1.    What demographic are you targeting? What are their interests?

2.    What are your short-term and long-term goals?

3.    What do you hope to accomplish with these strategies?

4.    What is your timeline for this project?

DIGITAL MEDIA STRATEGIES

You are probably most familiar with

e-Newsletters, like this one. Whether printed or electronic, newsletters are the best communications tools you can utilize to communicate with your current and prospective customers. Whether published weekly, monthly, or quarterly, if effectively written and produced, newsletters can be one of the best tools to maintain and build business.

Experiential Marketing

Consumers want real-life and engaging experiences, not advertising that talks at them. Consumers desire to taste, feel, and touch the brand, product or service. Experiential Marketing involves opportunities they will remember and will tell others about. When Nintendo released Wii, the video game console toured malls to entice non-gamers.

After an event, build web presence by drawing the customer to your website afterward with a small gift.  

Blogs and Videologs

The term blog is a combination of web and log, which are driven by conversation.

The purpose of business blogs, Executive, Corporate, Employee, Group, Issues, and Product Blogs, can be used to improve internal communications and establish a stronger sense of community within, allow open communication with constituents and customers, to introduce products, discuss issues, and provoke change. Videologs are readily being used, communicating via video.

http://www.gmblogs.com/

Social Network Campaigns

Not only can a business purchase advertising on social networking sites, but a company or brand can build a reputation with clients through a share of connectedness, their colleagues, friends, and friends of friends on sites like Facebook, LinkedIn, and My Space. A male grooming company bought advertising and formed a "community" around their new product with promotions, games, and music.

Multi-media Marketing

Go beyond a press release by providing additional information in podcasts (taped audio broadcasts) or videocasts. A CEO could provide position statements to employees with these tools. Reach a target market with creative online audio and video commercials. Promote events with mobile technology, where images, photos, audio, video, discounts, mobile emails, ads, texts, and announcements can be sent to passersby.

http://www.ibm.com/ibm/syndication/podcasts/future/

Targeted Cable Marketing

This technology sends advertising and messaging directly to your specific market and demographic, instead of all with cable.

Regardless of which digital media marketing strategies you use to capture your potential customers' attention identify key audiences, targeting those that influence them, and measure results.

Mary Beth Huffman is Principal of IMPACT Marketing and Public Relations, an award-winning independent integrated marketing communications boutique, which creates and executes effective strategic plans, which align identity, goals, needs, and budget to build business, promote services, and products for clients.