About

Just a few years ago, ‘new media’ meant banners and websites. Today, it’s that, plus blogs, micro-blogs, texting, IMs, PMs, WAP, social networks, wikis. The list goes on. And while these may be referred to collectively as ‘new media’, each one operates like its own medium. With its own set of powerful capabilities and unique challenges.

With consumer behavior spreading across all these digital channels, successful campaigns require a more thorough understanding of how consumers interact with the fragmenting media world around them. After all, it’s a world in which a consumer armed with a blog can put a smudge on a major corporation’s reputation.

One lesson the Web has repeatedly taught us is that people’s relationships with new media can be quite different from their relationships with traditional media. And as people’s relationship with their media are changing, so are their relationships with the companies they do business with.

Fortunately for businesses, where consumers have options in media, marketers also have options for solutions. Of course, with options come decisions, and decisions require information. We help companies distill the online and emerging media landscape, to identify and capitalize on the sweet spots among the many opportunities.

At Basement, all of our campaigns are built on the same fundamental idea. That only by understanding how to utilize everything available in the modern marketing toolbox will any campaign reach its full potential.