Marketers urged to use multimedia

Traditional broadcast thinking applied to new media is obsolete – in the future, dialogue will build brands, marketing directors will be told this week.

In a so-called “white paper” from new media communications specialist AKQA, marketers are advised to ignore claims by some traditional media owners that only their media can build brands.

“That’s a fallacy,” claims AKQA director Ajaz Ahmed. “Part of the problem is people are being caught up in the logjam of bits, bytes and band rates.”

AKQA details brands created by new media, such as Hot Wired and Netscape. Hot Wired became as profitable as Wired magazine within six months.

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