by jason
1. July 2009 09:45
Danny Dover at seoMoz wrote a very insightful and interesting article relating Michael Jacksons death to how news was spread across the internet. I want to share his blog with you and talk about why this is signifiacnt to us Marketers.
I am a huge Michael Jackson fan. His life was dedicated to entertainment, and that he did well. I have never seen a single entertainer invoke so much energy and emotion into any dance floor, no matter age or race. May MJ rest in peace. That being said,
How is Michael Jackson’s death related to Internet Marketing and Bonsai Media Group?
Perspective
The process of how people found out about MJ’s death and the sheer volume of people searching created an interesting perspective into how the news of the future will work, how people are consuming information and where we as marketers will reach need to reach our target markets.
The way in which people consume their information has changed drastically over time. Each new medium has made it easier to digest the news and providing it faster. From the telegram to the newspaper, radio to the television, and now the internet age. The way information is consumed on the internet has changed drastically in the past 5 years, from news sites, to blogs to micro blogs, to search engines to social media platforms to twitter to youtube to hulu and into the future of internet and social TV. What we are seeing is a paradigm shift in our society’s information gathering process. Instead of reading your local newspaper people are listening to pod casts or reading an RSS from a news source the trust. This is the news of the future.
Application for Marketers
News company’s current and future success lies in that their ability to provide news in real time and in whatever format the end user wants to consume their info. Marketers share the same fate. Marketers success will hinge on getting the right message in front of the right people at the right time. In the near future we as marketers will be better equipped than any of our predecessors to make deep and detailed segmented target markets. We will be able to serve them unique and highly related content. As social media platforms further entrench their roots across the web (Facebook Connect) more information about users will become available. Think about Amazon suggests meets Facebook Connect!?!?
At the same time that we have all of this incredibly insightful information on our target market, they themselves have so much more control over how they interact with your brand. Through products like Tivo, they can decide if they even want to interact with your marketing messages. XM Radio does the same thing. So as a marketer what are you to do? How do you bring your message to this groundswell of user generated content and news distribution? Strategically. Have a plan. Don't use a shot gun approach. Research and know your customers techno and social profile (what technologies and social platforms) your target market uses. Develop inteligent and engaging creative and content that sparks interest. If you are struggling with this concept please contact Bonsai Media Group today about developing and implementing an Internet Marketing Strategy for your company.
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