Through new media, companies are now able to communicate and sell directly to customers. Corporate size is relatively less important with new media. The importance of building strong brand-name recognition is heightened with new media. Strong brand names enhance the marketer's ability to draw consumers into their new media stores. More importantly, leveraging the brand name can be an effective mechanism to counteract the bypassing effect of manufacturers trying to sell directly to consumers, as well as the effects of multiple competitors being able to easily enter the market.
New media eliminate geographic constraints.
New media can provide companies with a marketing and sales presence in areas where they currently don't have stores, salespeople or distributors. Customers' privacy and security concerns need to be carefully managed as part of any new media strategy. Because new media rely on electronic transmission of data, privacy and security issues become an intrinsic part of any new media strategy. Customers need to be educated about how data are protected and used, and new media marketers must develop policies early in the planning process to ensure that the infrastructure exists to manage these issues. New media measurement is different.