Digital Directions: The New Marketing Framework
The New Marketing Framework
These aspects of digital media require a fundamental shift toward a new marketing framework:
This shift has significant operational implications. Among other things, budgets need to be restructured to support the ongoing, direct digital engagement with the marketplace. New areas of expertise will be needed.
Even more fundamentally, without the dependence on their traditional intermediaries to the marketplace, publishers may need to reacquaint themselves with actual customers. "Every publisher needs to know how to market directly to the consumer," says Ted Hill, of publishing consultancy THA Consulting. "With [the exception of] a few rare cases, this has become a lost art."
The shift to this new marketing framework will no doubt be accompanied by growing pains. However, organizations that are able to successfully execute this change will find it easier to sell to the consumer with whom they are already interacting.
Andrew Brenneman is founder and president of Finitiv, a provider of digital content solutions. He has been leading digital media initiatives at major media and technology organizations for more than 20 years. Contact him at Andrew@Finitiv.com.