Boomers become broadcasters
Continuing on the topics raised at the Madison AdFed earlier this month:
During the time of the VietNam war, when people acquired the ability to make “snap judgments” when listening to the news or looking for products, along came the Internet. As perspective, it took the telephone 38 years to get 10 million subscribers.
It took the Internet just 3 years.
Today, our ability to access and filter information means that the future is not about reach and frequency. It’s about the availability of online content, delivered across as many mediums as possible and available to those segments of consumers who truly care about it.
The Internet is the technology that is driving the new media changes. But there is a cultural change that is both a cause and an effect. And that is diversity. Diversity is gaining momentum because if you tolerate what I want to see and hear, I have to return the favor. Freedom is a two-way street. That’s because we’re capitalists. Diversity is profitable to all.
So what’s the lesson for us as marketers?
First, if you start with the question of “what medium do I use most effectively?” you’ve skipped the very crucial step of knowing who your target is and where to find them. ESPN, for example has developed content for a wide variety of media, not simply to lead the way in technology, but rather to fulfill their vision (remember that set of words we agree on about a brand?). Their stated strategy is to “serve sports fans in every way possible.”
Once you know your target, heed the words of Faith Popcorn: “Walk. Run. Go to her. You will secure her loyalty forever.” Challenge your media sources to show how they can deliver your audience effectively and economically.
The good news is found in these words from David H. Freedman, writing in Inc. Magazine, August 2005:
“The big advances in advertising technology once favored traditional giants like Procter & Gamble, which could afford to mass-market its message. The new techniques are affordable to smaller companies, too.”
Next time: a warning from a grisly old veteran of the advertising business.
During the time of the VietNam war, when people acquired the ability to make “snap judgments” when listening to the news or looking for products, along came the Internet. As perspective, it took the telephone 38 years to get 10 million subscribers.
It took the Internet just 3 years.
Today, our ability to access and filter information means that the future is not about reach and frequency. It’s about the availability of online content, delivered across as many mediums as possible and available to those segments of consumers who truly care about it.
The Internet is the technology that is driving the new media changes. But there is a cultural change that is both a cause and an effect. And that is diversity. Diversity is gaining momentum because if you tolerate what I want to see and hear, I have to return the favor. Freedom is a two-way street. That’s because we’re capitalists. Diversity is profitable to all.
So what’s the lesson for us as marketers?
First, if you start with the question of “what medium do I use most effectively?” you’ve skipped the very crucial step of knowing who your target is and where to find them. ESPN, for example has developed content for a wide variety of media, not simply to lead the way in technology, but rather to fulfill their vision (remember that set of words we agree on about a brand?). Their stated strategy is to “serve sports fans in every way possible.”
Once you know your target, heed the words of Faith Popcorn: “Walk. Run. Go to her. You will secure her loyalty forever.” Challenge your media sources to show how they can deliver your audience effectively and economically.
The good news is found in these words from David H. Freedman, writing in Inc. Magazine, August 2005:
“The big advances in advertising technology once favored traditional giants like Procter & Gamble, which could afford to mass-market its message. The new techniques are affordable to smaller companies, too.”
Next time: a warning from a grisly old veteran of the advertising business.
posted by Bob Welke at 3/23/2006 02:12:00 PM
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