Summary
This study was based on gauging the impact that new media had on the way the Airtel brand was projected in their customers in Benin City.
With the increasing digitalisation of the world, people have turned to new media to get their news and yo form their thought processed and opinions on everything which includes even businesses. How most people view brands is characterised by how much these brands are able to communicate their brand identity, values and personality with their publics.
These brands use a plethora of content to initiate and maintain the perception of their brand like adverts, eye-catching graphics, USCs etc....
The telecommunications industry is one that is vastly competitive as consumers are always in search of the best service provider. Due to the competitiveness of this industry, it is not enough to have the best product or service in this case, the best airtime and data deals but brands must go the extra mile to ensure that customers see them as more than their services.
Using the new media is the only way to reach as much audience as possible at a cost effective rate. New media offers a wider and more colourful palette of communication and it includes a quicker and more efficient system of feedback.
This research was primarily targeted at studying the impact of new media as a tool of projecting brands, using Airtel Telecoms brand, amongst their customers in Benin City.
From the findings of this research, it can be asserted that New media plays a big role on how much brands are able to project themselves to their prospective audience.
It impacts the whole field of branding and equally affects how brand image and identity is built and maintained with a brand's customers.
Furthermore, the findings from this research also indicates that new media ads are found much more effective than traditional ads have a much wider reach and therefore, creates more awareness for brands than traditional media does.
This implies that between the two forms of media, new media could be said to attain more result and have a higher efficacy rate than traditional media in the area of branding and brand projection and perception.
