Secrets to Success Deborah Cole Micek and John-Paul Micek

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New media consumers are in control

A rapidly growing number of new people are entering the new-media marketplace every day forming two distinct groups: the "sassy and savvy" and "community connectors."

The first type knows exactly what they're getting into with the new media. They understand blogs and social networks. They know what podcasting is and how to use search engines to find what they want. They understand all of these components and, even if they're not actively engaged in all of them, they "get it" when it comes to "new media."

The second type is drawn into the marketplace by convenience, interactivity, or the fulfillment of psychological needs. This group doesn't necessarily understand what tools they are using or how these new-media technologies relate to each other. They simply enjoy the convenience and the connection they get through online communities.

The good thing is, regardless of type, new-media consumers have many charac- teristics in common. Here's the trend we're seeing:

» New media consumers will not tolerate interruptions: The cat is out of the bag and the word is spreading like wildfire. People have found out that they don't need to tolerate interruption marketing any longer.

Off-line, TIVO and other DVRs (Digital Video Recorders) are allowing people to watch TV shows and movies when they want. With a simple push of a button they can zap commercials out, turning a one-hour episode into an uninterrupted 40-minute show.

Online, Arbitron and Edison Media Research tell us that as of February 2006, 73 percent of home Internet users use a program to block e-mail spam; 71 percent use software to block pop-up advertising and half block banner advertising. All these percentages are rapidly rising and are equally as high with Internet access at work.

» On the go: Nearly one in four Americans use an iPod or other MP3 player, like Creative Zen to listen to the news, get educational material, enjoy their favorite songs, or create their own radio stations whenever they want, without interruption advertising. An equal number are watching video on the go with portable DVD players. Expect this number go through the roof as the price on Apple's video iPods drop.

Do you see how these trends will affect how you do business?

Consumers are clearly showing that they've had it with the interruptions of mass media and mass marketing.

The answer to successfully creating relationships with your ideal audience is not to find a way to circumvent their defenses. Rather, it is to get them to invite you in through influence, persuasion, and trust.