Advertising today is called content

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Advertising today is called content

Is advertising really dead? Are the ads extinguished? Is it an exaggeration or is it reality? A current reflection.What will you find in this content?Marketing todayThe content visionContent is King – Bill Gates (3/1/1996)Is advertising dead? Many have ventured to assure it, even before digital marketing erupted in full force. The Fall of Advertising & the Rise of PR was written by Al and Laura Ries and they were already announcing a change … but no … it was not public Belgium Business Phone List relations that took the place of advertising as they assumed … who is inheriting the throne is the content .If we approach the world of advertising agencies, it is nothing new to learn that income from traditional advertising has been declining for some years and that this phenomenon will undoubtedly increase in the next five years. Many will think that digital will be the big winner of these games that are being lost; the reality is that yes, but not all digital … display will not be there; for sample are the banner blockers.Just look at how your search has grown in recent years … and who wants to see invasive banners after all?Investment in content and social networks continues to grow; it may seem that it is moderate but the reality is that the ascent will not stop. The great advertising monsters that became omnipotent in the Mad Men era are on the decline; We are entering a new phase. Content creation agencies are gaining ground, digital boutiques and small creative studios are emerging as the budget winners.Marketing investment 2015This new generation of marketers without pompous masters behind them, know that today the products “do not sell”; They understand that brands need to humanize themselves and create inspiring content without having hard ROI as their primary objective… —How? —the old-fashioned marketers will shout… —How? Impossible! stupid beardless kids who are sure to bankrupt their brands if they don’t think about ROI—

Belgium Business Phone List

What they have not understood is that digital generations do not understand the concept of advertisement as a piece focused on persuading me to buy a good; that’s an outdated concept. Today’s digital natives are hooked on content such as series and movies that they can devour on Netflix… ( cord cutting is natural for them); with spots that tell stories on their social networks; with sites that entertain them or provide them with knowledge in their own language, from irrelevant notes BuzzFeed , Upworthy or UPSOCLeven more serious issues from Linkedin, TED, Inc. or FastCompany; Young people today are more caught up in crowdsourcing, native advertising, streaming, and storytelling than in the crude 20- or 30-second ads created by mythical figures like Don Draper .Marketing todayThis is the current marketing, dedicated to entertaining, to enamor to inspire … not to sell . Sales will come alone as a result of the engagement that we manage to generate. The great advertising monsters of the past, so focused on TV and print, will not be able to fight.Are the agencies dead? Are creatives loaded with “spark” dead to create Big Ideas and copies? Is advertising dead? The answer is yes in the way we met her. It is obvious that the word will not disappear, neither the budgets, nor the creativity; the titans will transform, they will have to invest large sums in it and eliminate obsolete employee payrolls; not all agencies will survive, but as Darwin said, those that manage to adapt will.If the Don Drapers die, who will take their place? The content directors and all their teams, focused on creating liquid messages capable of being placed and viralized in two-minute videos for Facebook, 2,500-character texts for blogs, colorful infographics for Pinterest, 140-character telegrams for Twitter, direct streams for Periscope or Meerkat and even extend to apps, interactives, experiences, events and even movies. Ask Dove, Nike, Coca-Cola, LEGO, American Express, Always, Chipotle, McDonald’s, Starbucks who have already been working in this regard for some years.

See also  Are You Prepared For Use On Your Next Business Flight?

The content visionTo think of content like the boring blog post is to have a myopic vision of marketing. Content today is any message that a brand sends its audience in order to attract, inspire, convert and make it recurring … and why not, even an evangelizer.why content is kingThis is not new, Bill Gates visualized it since 1996 with an article ahead of its time. Today almost 20 years away, we regret to tell the old-fashioned advertisers… Gates was right, and content is king. Long live the king.Here the immortal article of the founder of Microsoft.Content is King – Bill Gates (3/1/1996)Bill Gates published this article in 1996. In it he predicts the impact of online content and the opportunity it offers for Belgium Business Phone List and to make money.“Content is where I expect most of the real money to be made over the Internet, just as it was in broadcasting.
The television revolution that began half a century ago spawned a number of industries, including the manufacture of television sets, but the long-term winners were those who used it as a means of delivering valuable information and entertainment to the public. .When we talk about an interactive network like the Internet, the definition of content becomes very broad. For example, software is an extremely important form of content, and will remain by far the most important format for Microsoft.However, the broadest opportunities for most companies are in the provision of information or entertainment. No company is too small to participate.One of the cool things about the Internet is that anyone with a computer and a modem can post whatever content they can create. In a sense, the Internet is the multimedia equivalent of the copier. It allows to provide copies of a material at low cost, regardless of the size of the audience.It also allows information to be distributed around the world at virtually zero cost to the publisher. The opportunities are remarkable, and many companies are preparing to receive them by building plans to create content for the Internet.The television network NBC and Microsoft, for example, recently agreed to go into the interactive information business together. Our companies will jointly own a cable news network, MSNBC, and an interactive news service on the Internet. NBC will maintain editorial control over the joint venture.

See also  Marketing Tips, Resources, And Concepts On Starting And Promoting Your New Business

I think society will see intense competition and multiple failures, as well as some successes in all categories of content software, not just popular and news, but also games, entertainment, sports programming, directories, classifieds, and online communities. dedicated to sharing content of interest.Print magazines have readers who share common interests. It is easy to imagine these communities receiving the service from digital editions.However, to be successful online, a magazine cannot simply take what it has in print and move it into the electronic realm. There is not enough depth or interactivity in print content to overcome the drawbacks of online media.If people are willing to wait to turn on a computer to read a screen, they must be rewarded with insightful and extremely timely information that they can explore at will. It must also have audio and possibly video support. You need the opportunity to get involved on a personal level that goes far beyond what the letter-size pages of the print magazine publisher offer.A question on the minds of many is how often companies that have a captive audience in their print edition achieve success through their online service. Even the future of certain print magazines is in doubt because of the internet.The Internet, for example, is already revolutionizing the exchange of specialized scientific information. These types of printed publications tend to have low circulation and a high price. University libraries are a big part of your market. It is a clumsy, slow and expensive mechanism for distributing information to a specialized audience, but there had been no alternative.Now some researchers have started using the Internet to publish the results of their scientific research. The practice questions the future of some venerable print magazines.Over time, the breadth of information on the Internet will be enormous, making this paradigm much more compelling. Although today this gold rush is limited to the United States, a drop in communication costs and a critical mass of content available in different countries are expected.

See also  4 ways to increase traffic with Instagram

For the model to thrive, content providers must find retribution in their work. The long-term prospects are good, but a lot of disappointment awaits them in the short term, as content companies struggle to make money through advertising or subscriptions. This is not working yet, and it won’t work for some time.So far, at least, most of the money and effort put into interactive publishing is little more than a labor of love, or an effort to help promote products sold in the non-electronic world. Often these efforts are based on the belief that eventually someone will find a way to earn an income.In the long run, advertising is the promise. An advantage of interactive advertising is that an initial message only has to attract attention rather than convey a lot of information. A user can click on the ad for additional information and an advertiser can measure whether people are interested by counting those clicks.Today the amount of subscription or advertising revenue made on the internet is almost zero, maybe 20 million or 30 million in total. Advertisers are always a little averse to a new medium, and the internet is certainly new and different.Some reluctance on the part of advertisers may be justified, as many Internet users are the least delighted to see advertisements. One reason is that many advertisers use large images that take a long time to download over a dial-up connection. A magazine ad takes up too much space, but a reader can turn a printed page quickly.As internet connections get faster, the hassle of waiting for an ad to load will diminish and then go away. But that still takes a few years.Some content companies are experimenting with subscriptions, often with the lure of some free content. It is difficult, however, because as soon as an electronic community charges a subscription, the number of people visiting the site drops dramatically, reducing the value proposition for advertisers.

One of the main reasons paying for content doesn’t work very well yet is that it’s not practical to upload small amounts. The cost and hassle of transactions makes it impractical to charge less than a fairly high subscription rate.Within a year the mechanisms will allow content providers to charge a few pennies for a bit of information. If you decide to video a page that costs a penny, you won’t need to write a check or mail a coin. You just have to click on what you want knowing that you will be charged a penny automatically.This technology will free up publishers from charging small amounts of money in hopes of attracting a wide audience.Those who are successful propel themselves forward on the Internet as a marketplace for ideas and experiences and produce a marketplace for content.

Leave a comment

Your email address will not be published.