Interacting with new media: beyond technology

Karen Enver

Argues that there is still a gap between the new media, as driven by the new technology, and how consumers will respond to them.

Interacting with new media: beyond technology

Karen Enver, Maher Bird Associates, debates the gulf between new media and consumers from the agency's viewpoint

Karen Enver

Technology succeeds when it finds a natural fit with human needs and wants. A lot of new technology is driving what habitually gets called new media, for example the World Wide Web, digital TV, CD-ROM, interactive kiosks.

However, there is little understanding about how people value, consume and interact with these media. Knowledge of psychological and behavioural attitudes is needed to instruct and aid effective uses of these media for commercial purposes by advertisers. Consider...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands