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Digital Marketing and ROI - The Rules Rewritten
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For similar reasons, all advertising is going digital. Even the billboards. All great advertising of this age has a digital element. It has to. Advertising is after all, the primary motivating force behind (and often in front of) all media. The rules of media are being rewritten. The second rules of media involve getting your messages to as wide an interested audience as possible. Using online advertising channels, businesses can reach far more people at a far lower cost. It is much easier to create and “transmit” a website, a flash animation, or even an A/V file. The growing audience is easier able to find information specific to their interests and needs due to the very nature of digital media. Digital media tends to enable (and rely on) user-choice interactions. At search engines, users input keywords and phrases to find information. In social media, users push and receive information to and from their personal networks. This interaction makes it simpler for advertisers to put information in places people who are interested (those who entered a specific search term or are part of a greater network) can easily access it such as beside or within search results. Digital interaction enormously lowers costs. Earlier today the founder of Craigslist, Craig Newmark, was interviewed on WebmasterRadio.fm. His speaking voice is surprisingly slow and mellow, very unlike the frantic dot-com luminary I was expecting to hear. A man of many accomplishments, Craig Newmark’s greatest one (to date) has led to the unintended destruction of the local daily newspaper. As a result, Craigslist has, more than any other entity on the digital landscape, rewritten the rules of personal or classified advertising. Craigslist and Google are arguably the two largest disrupting entities in advertising today. Both are digital and both have exercised virtually incalculable influence over the trajectory of communications in the earliest years of the 21st century. They have been so incredibly successful because they present exactly what their audience wants at a fraction of the cost of their non-digital predecessors. Imagine the aggregate costs of all the newspapers, phone books, community directories, TV guides, encyclopedias, TV shows, books and libraries to get a sense of the disruptive cost-savings presented by Google. In doing so, they have made the world’s information highway easier to navigate than the real-world often is.
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