The Big Squeeze
Social Media Sites are squeezing out traditional media in terms of time, advertising and audience.
In terms of advertising impressions in the US, sites like Facebook and Myspace account for more than 20 percent. These sites are the aggregation of the longtail of marketing, so LongTail is alive and well, however consolidated.
The Long Tail of the Internet is largely being aggregated by social media sites that offer a platform for the huge number of small content generators. This is putting pressure on portals and the traditional media in terms of advertising because their shares of both time and page views are declining.
So what is the way forward? Instead of trying to challenge these sites, traditional media should find a way to benefit from the attractive platforms.
By combining the mediums, a variety of multipliers can be brought to bear.
We at CLS Gobal have been blowing this horn for some time. Yet we also recognize the cycle of centralization/decentralization and the societal resistance to conformity or domination by a few entities, regardless of type.
How do you know what’s attractive for your business?
Make sure that you do a VERY comprehensive online intelligence sweep that includes your interests and those of your competitors.
Armed with data about where your targets are and how they want to be communicated with, you can construct a roadmap of engagement.
Without the research – you are simply guessing.
And the last time I checked – guesswork didn’t come with a predictable ROI.
The last time Madison Avenue was in control was in the 60’s, and there were controllable media networks, only three in television. These are the braintrusts attempting to convince you they have Social Media figured out.
My 13 year old knows more about online media placement than most agency execs. Her question is – Why don’t they just do their homework?
If you feel caught in a quandry, give us a call. We provide the real world online analysis so that you can build and implement viable strategies that have highest ROI and lowest risk.
Ensuring clients are creating programs and products with clearly defined business goals, compelling technical vision, excellent customer and audience communication and sound implementation approaches.
