The tables are turning again as we begin to see a shift in the importance of certain variables in this little world of marketing, advertising, and public relations. All these changes bring about new ways to shape how we deliver content, where we place our focus and how we reach and capture our desired audiences attention. Which begs the question what’s more important content or distribution?
The extreme explosion of social media and the online world in general have led to a need to revisit previously laid out principles. In the past, and I can say even in the past few years I’ve been in school I have begun to see the transformation even though I haven’t necessarily experienced it directly, marketing in general used to be all about the content and targeting that content to your audience (obviously there is more to it, but in short those were primary objectives). Today we face a new challenge, distribution, how do we make sure the content and message we’re trying to create for our audience is even viewed. No longer is marketing/advertising/public relations all about how we creatively work but also scientifically. Today we face challenges of optimization in the online world so that our content we want to be viewed is EASILY discoverable.
People in the online atmosphere have an extremely short attention span. We can easily be distracted by all the nonsense out there, therefore delivering a sound message that can reach your audience without getting lost in the millions of other placements that exist all over the web. Thankfully the internet makes it very inexpensive and offers endless possibilities to deliver exciting, meaningful content.
When it comes down to it content is still extraordinarily important, its what makes your product/service have a voice but distribution is increasingly important as the audiences are becoming increasingly difficult to reach. There was a time where you could put an ad on TV and people would watch it because there wasn’t much else to watch, now we have DVRs and so many people just record their shows and skip over those ads. Many online advertisements are either ignored or skipped over because of the content, or how they are distributed. What needs to happen is the development of an effective way to distribute the wonderful content creatives develop.
It would seem that no longer is it all about the content of an advertisement or marketing campaign but how is that delivered. Does it reach the right audience, is it easily findable, will it just get lost in all the noise or stand out like a unicorn walking down Michigan Ave, these are important elements that have to be added into the wonderful equation of how to market to your audience and deliver a effective message the will capture their attention, draw them in, and peak their curiosity about whatever it is being marketed/advertised.
I believe we are sitting on the first couple steps of a whole new era that will lead us into a whole new world. There is more to marketing than just being creative and catchy. It’s a brave new world out there, are you ready for it? You better be because the future is now and we no longer have time to slowly evolve we need to make quantum leaps if we want to continue to make valuable impacts on the products and services we market.