This is not as hard as it appears to be (Orange County California Example). Marketing in new media is like any other media marketing; first you must understand the playing field, the players, and the rules of the game:
- Content is free to the consumer, has always been free, and still is in radio, and on the internet. The quarter you once paid for yesterday’s news paid the paperboy, the news was always free, as it should be.
- Advertisers pay the media to reach the public – just as it has always been, the ads you see in the header, on the side, in the right sidebar, popping up in some cases, represent advertising dollars being spent to reach an audience.
- There are Editors and Moderators - at one time, the Associated Press and their news-wire controlled almost all news. As discussed in chapter one, that has changed. With user generated, user-filtered content being consumed and becoming the main source for news and information, the power of moderation and what is called “influence” has been scattered to a much broader field of players, with varying degrees of power, based mostly on popularity. These newly empowered players are much more creative, broad, and international in nature, controlled mostly by software algorithms which constantly aspire to do a better job of delivering up content (search results) on demand (Google, Youtube, Facebook, Linkedin, Pinterest)
- Because New Media Moves so Quickly, unfettered by Gatekeepers, Academics and Bureaucrats, it is better, cleaner, more efficient, and harder to influence by behemoths. From Oligarchs who have lost control of public opinion, to grandfathered-in institutions who have had to change up the vary way that they think about media, the race is on anew for supremacy.
- The cost of entry has dramatically decreased – no longer do you need daddy’s money, a physical radio station or building, or even an office to get in the game – more an understanding of how this new marketplace works, and an audience who will follow your lead – instant popularity for an endless stream of new offerings has always ruled in entertainment and media. People are voyeurs – if others like, +1, favorite, List, Bookmark, Favorite, Rate, Talk about, share, # and otherwise recognize your media (your website), then it is seen more, rated more, and develops more power, and more reach, because the history is also stored and is part of the logic (algorithms) used to deliver content to the public, which now includes potentially the entire world, from one article, write-up, video, or even brief Pinup.
- A well planned campaign is successful out of the gate - a well optimized website includes all of these considerations to be effective, and can be the only asset required in order to build a huge business, if it is done properly, and promoted well.
A celebrity can be borne, soldiers recruited for an army, dictator toppled, culture permanently changed, fortune made – or lost, or market dominated at this moment by anybody who can spend $300 on a blog with hosting and training, and choose a cause, a niche, a marketplace or a reason for living; and this can all be done, is being done, independently, and from home.
Here are the numbers: According to Forbes:
“To summarize, the digital advertising market in the U.S. is forecast to grow at a CAGR of 11.3% during 2015 and 2019 to reach $103.3 billion, according to Forrester Research. Search marketing will continue to account for the highest share in the overall U.S. digital advertising budget. However, the future growth in the digital advertising market will be fueled by mobile ads, as the platform is still highly under-penetrated within brand marketing budgets, as compared to the amount of time spent on mobile devices.”
It is all about key word search:
Whether is is spoken into a phone, or typed in a Google search box, searched on Linkedin, Pinterest, or Facebook; coming up in the search results as a reliable and trusted, popular source for information is the sweet spot for digital media. This can be done on purpose.
Original article is here:
Social Media Systems Digital Advertising Agency
