A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

As new media opportunities continue to proliferate, it's no wonder many marketers are left scratching their heads wondering how to manage the mix between the old standbys and the hottest new media tools on the radar.

There's no doubt that new media has its place, and in order to connect with customers, it's critical to incorporate new trends and technology to share your message. That's not to say, though, that some of the oldies might not still be goodies if they're served up with a twist.

Take, for instance, coupons. A recent Cellfire study shows that mobile couponing is on fire in the Miami-Fort Lauderdale market among 18-34 year olds. Though the concept of couponing is the same—delivering great deals with redemption—the medium is updated. Codes are text mailed to cell phones, which users can redeem at retail. No longer restricted to clippings from the Sunday paper, this clearly ain't your granny's coupon.

Deloitte & Touche released results of a study reporting that despite an affinity for new media across a wide variety of demographics, old media still works. But it works even better when it involves interactivity, which explains why the rate of visitors to TV network web sites continues to grow.

The long and short of it—it's not necessarily the medium that gets old. It's how you use it. Looking for new ways to use tried and true methods can help you keep them fresh for new audiences that come along, as well as the old audiences that may have stopped responding.