Apr
1
For Every Action…
Filed Under Marketing, Random Thoughts | Author: Ryan Chamberlin |
The arrival of the Internet undeniably created a dynamic shift in the distribution of information. Information is more accessible, at lower (to no) cost than ever before. But as is the case in any space, new forces emerge to create a cycle of actions and reactions that must balance themselves out over time.
This is increasingly apparent in today’s Internet space. New web properties are developing faster than the business models they require for support. Cases in point are Twitter and Hulu. Both wildly popular, but neither having figured out a sustainable financial model… yet. Combine this with the rapid development of new mobile technologies such as iPad and Kindle and you get an unexpected merger of content and technology, creating new channels that redefine the way media is consumed.
Certainly these new developments will create a wake of change. We are already seeing the pendulum swing back towards a pay for content or access model. The corrections we are seeing are reactionary, holding true in form to Newton’s Laws of Motion.
With effective marketing becoming more about providing consumer utility, marketers will be required to innovate (see Gerald’s post below for more on innovations). And innovations won’t be limited to HOW we reach audiences, but will extend to helping define successful business models to sustain them.
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