Burgeoning Opportunity
Dec. 4, 2009
By Rebecca Townsend
Each new networking outlet opened by new media also presents new complications. As vice president of marketing for Boone County National Bank, Mary Wilkerson remembers the days when she just had to manage her message via television, radio and print. Recently she tried to count how many platforms she uses; without venturing into social networking outlets like Twitter; she stopped at 19.
"I don't have time to take care of old media and the new media…Let's start new business that help business take advantage of new media while taking care of old media at the same time…."
Her budget does not grow at the same rate technology evolves, Wilkerson said. "I have to justify my spending (and) deliver the right message to people most likely to make a purchase," she said, highlighting the criticality of "robust databases" capable of precision identification of target markets.
The university faces a similar challenge in its outreach efforts, said Michael Nichols, the UM System vice president for research and economic development.
"How do we reach the market we want to see develop our intellectual property?"
Databases are also critical in this venture, he said, explaining the university's move to a paperless system that integrates research information with functional statewide networking tools.
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