NEW MEDIA   |   POSTED ON 12.11.2009

Lonely Planet has really made use of new media to grow their brand and stay connected with their customers.

Their website attracts an amazing 5 million-plus unique hits a month and more than 24,000 followers on Twitter. They have also created 400,000 travel-related iphone applications and 600 travel guides as e-readers. Lonely Planet is savvy about connecting with groups, initiating conversations and working with third-party bloggers. Their brand is all about generating ideas both internally and externally, adapting to the market and delivering a constant stream of new products across all platforms.

There is a perception in the market place that Lonely Planet is for the very adventurous traveller. To change this perception, they have added lots of tips on their website, as well as family outings and non-adventurous activities to appeal to the holiday traveller rather than the rugged backpacker.

Lonely Planet has developed a strong brand over the past 36 years and built trust and lasting relationships with their customers. They know their potential consumers and how to communicate with them. These people are not categorized by age or type but rather by their open, curious mind and sense of engagement in the world.

Lonely Planet are quickly adapting to new media and continuing to build their brand strategy through different mediums.

FAQs

• What is new media, and how does it differ from traditional media?
  • New media refers to digital platforms and technologies, such as social media, blogs, podcasts, and online video, which allow for interactive and real-time communication. It differs from traditional media, like print and broadcast, by offering more personalized and dynamic ways to engage with audiences.
• How can businesses use new media to target a global customer base?
  • Businesses can use new media to target a global customer base by leveraging platforms like social media, search engines, and email marketing to reach diverse audiences. Targeted advertising, content localization, and data analytics help tailor messages to different regions and demographics effectively.
• What are some effective new media strategies for reaching international customers?
  • Effective strategies include using targeted social media ads, creating localized content in multiple languages, engaging with local influencers, and utilizing data-driven insights to understand regional preferences. Additionally, businesses can use SEO and PPC campaigns to reach specific global markets.
• How can businesses measure the success of their new media campaigns?
  • Success can be measured through various metrics such as engagement rates, click-through rates, conversion rates, and return on investment (ROI). Tools like Google Analytics, social media insights, and customer feedback can provide valuable data on campaign performance.
• What are some challenges businesses might face when using new media to target global customers?
  • Challenges include managing different cultural norms and languages, navigating varying regulations and privacy laws, and ensuring consistent brand messaging across diverse platforms. Businesses must also contend with the saturation of digital content and competition for customer attention.

Talk to your local brand agency Liquid Creativity to discuss your website redesign needs.