The reason behind my choice to work in "new media marketing" is simple.
"New" they are new and my deep and true passion for innovation is the first reason.
"Media" they are media and in this period of our history... all is about information. I perceived a kind of strange democratic feeling when in my twenties I studied the dynamics underpinning the online world. Internet and mobile represent the "new media" today.
"Marketing"... well ... Marketing contribute to the world's welfare is less than zero (Scott Fitzgerald). Yet, human beings developed marketing in order to increase the visibility of something. Therefore, marketing is a set of techniques aimed to share information. In an economic driven world, the information sharing process can be aimed to many different purposes.
I want to start from a current fad Viral marketing "How to sell soap?" is a great insight.
Thus, even if marketing by itself has not a negative or a positive shade, it can be used in both ways.
Today, the ideal marketing activity finds its definition in those techniques able to foster the "target" of the communication to perform a certain action or behavior desired by the marketer.
Well, you can agree with this ideas or not, but I do believe the real reason moving me to "marketing" is its highly copetitive environment.
There are many forms of marketing, and it could take a life to describe all of them and I don't know all...
This is one of the many way to look at marketing, also and expecially the online one after the web 2.0 revolution. The Social networking.