I’ve decided to coin a new phrase for non-traditional media; that is media that is not radio, TV, newspapers, billboards, etc.  E-media is the phrase and it refers to media that is in most cases delivered by a computer of some sort (this includes your phone.)  You see, modern media is hard to pin down.  It’s changing so quickly that our attempts to name it invariably lag behind.  So for purposes of this article, e-media it is. 

Lee Odden of TopRankBlog.com does a nice job in this post called “The Best Marketing Investment You’ll ever make.” In it, more than giving the pros and cons of each, he gives a nice overall view that explains how the various e-media work together in ways different from the past.
1.    Inbound marketing
2.    Content marketing
3.    Social media
4.    Mobile
5.    E-mail marketing
6.    Internet display
7.    Search
With the explosion of social media people share everything.  Add mobile usage to that, and people share everything, instantly.  Too much of everything frankly, but that’s our modern world.  For sure they share experiences with companies they do business with.   They not only do it with first-hand accounts, but they do it through likes as well.

Content of this kind resonates and spreads like wildfire.  I live in California, but am from Baltimore.  Just this morning on Facebook, I saw East Coast one friend “Like” Walmart and another “Like” Virgin Atlantic.  “Likes” are important to marketers for two big reasons.

First, in the example I just gave, the “Like” process is like an electronic billboard.  That alone is worth something, but there’s more.  All of those “Likes” are now getting information direct from you, because they want it.  They in essence, become your cheerleaders.  Hopefully they will share more of it, and in that way your name goes everywhere and to almost everyone.

Odden puts it like this, “consistently delivering a  great experience amongst a community of customers empowered to create, consume, publish, interact and transact anywhere, anytime inspires the most scalable and powerful “sales force” you could ever hope to advocate for your brand. “

Stories about your company are spread the same way.  Sometimes bad experiences outnumber the good ones, but imagine the positives that can come when your entire team focused on delivering quality customer experiences.  That will spread like crazy.  I’ve seen it happen for years in business, but new, both good and bad just moves faster in today’s world.

The key takeaway is this:  If you deliver a quality customer experience, one in which your website delivers what it promises, one in which your customers are pleasantly surprised, not constantly disappointed, you will be shared first among your customers friends, then to the world.

Welcome to 2013.