It is a hybrid of two models: it is no longer sufficient to put up an empty directory and expect people to pay to be on a page populated by peers with names 1-A, A1, and AAA. Enter exclusivity in advertising agency: at long last we recognize the conflict of interests when media wants to be all things to all of your competitors: IE the old model is not good for the advertisers. Enter content marketing with automatic distribution directly to the intended audience:
No consumer is looking for a funnel designed to capture their information, and blast it out as a lead to a bunch of hack salespeople. The Panda 3.9 update recognizes that when people search for “city-state-real-estate”, and pull up a whole page of Realtor.com, Homes.yahoo.com, and the like: they are not only not happy with the results; they will complain, bounce, and add words to the search once they learn how, so that they are able to find what they are actually looking for in one click. Once they find a CONSUMER FRIENDLY SITE, populated with real information, demographics, local community interaction, and one clear, unassuming, sponsor-author per town (on a map, Google’s maps, easily navigable by click or zoom); they will bookmark and return to that page: and Google, and the other search are now tracking the difference, the social interaction, the time spent on the page, the engagement; and the big search engines are competing to provide a better, more relevant search result based on these criteria.
The challenge, is to sell something so different to a market so entrenched in the old, and so afraid of the new: where the cheese has moved so many times, and so quickly as to destabilize all previous notions.
The solution is so radical as to completely rock the advertising world, by removing the traditional lead generators completely form the marketplace (IE: Panda 3.9) effectively removing the whole layer, and rendering traditional lead capture completely ineffective: enter content marketing online – directly building a targeted audience without the other layers.
In support these observations, allow me to appeal to your logical mind:
- The largest media is no longer Associated Press, ABC, NBC, CBS, Disney, Hollywood or any sports organization: it is Facebook, Google, YouTube – what we call the roar of all of US talking to each other with no gatekeeper and no middleman.
- We would rather talk to each other, and any would be, overly wordy, totally educated with outdated information, mainstream journalist who actually wants to maintain an audience, had better get up to speed: and they are starting on a level playing field with the rest of us, if they intend to be heard or seen at all.
- In recognition of this huge change which has taken place right in front of you in that last few year: I can now get all the content I ever wanted to pay for in the past on-demand, online, for free: because every major network, and all mainstream media now recognize these changes; and they all offer Facebook, Google plus, YouTube versions in an effort to remain relevant and maintain an audience.
- Here is the big rub: they are still trying to charge per column inch and/or per click, per lead, per non- exclusive listing based on a transitional model rooted in the past.
How, you may ask, can we actually create a sustainable model this inexpensive, and be totally exclusive without locking anybody out, and without running out of prospects? The answers to these questions require a broader view of the market of the future:
- As the new market evolves, some old brands will fade as new ones evolve with this new model
- There will always be more than one media to choose from, with their own market share, based on the value of their content to their audience
- The cream (what we are all actually looking for when we search) will always rise to the top
- There will always be winners and losers
- The big change: top heavy, capital intensive models will now be challenged and lose market share in this new and evolving model, to grass roots, innovative alternatives as the market matures.
My name is Israel Rothman: I do not have a journalism degree, or any other such credential: however: I am the number one ‘internet advertising consultant‘ in the world according to Google organic search: and I did not pay per click; did not pass through any gatekeeper; did not answer to any editor, and did not raise large amounts of money to establish my 3,000,000+ audience of real friends, followers, subscribers, fans and readers who are exposed to everything that I write and share within a very short time afterwards.
I am founder and CEO of http://uplog.org
Original article is here: