Literally, everywhere you look is advertising. Whether you’re online, in the middle of a television show or movie, the side of trucks, the top of buildings, there are few places that are ad free. Advertising has become so prevalent that most of the time you are able to either completely ignore it or don’t even know you’re being advertised to. That is what makes marketing challenging, breaking through the ‘white noise’ that has become a part of the global culture .
The reality is that it’s impossible to completely break through to the masses without spending millions or perhaps billions of dollars . The good news is that you don’t need to. A couple of decades ago while attempting to target a specific audience you would still hit a broader portion of the population, most of whom would have no interest in your product, but would still add to the cost per mil. Today, you can target ads specifically to the audience you want, which saves costs and is just plain more efficient.
I realize that none of this is new news. The ability to do this has been around for years now and continually gets better as technology advances. But, as technology advances it actually becomes harder to keep up rather than easier. As marketing systems have become more complex the opportunities have multiplied, along with the number of platforms to solve various needs. With the number of software vendors, it’s up to you to ask how your company will best be served and choose accordingly.
Being able to break through the white noise by accurately targeting your ideal audience is exactly what digital marketing is about. But, just targeting your audience is only half the battle. Creating the right content is the more difficult half. Many marketing platforms can help segment by job title, role, seniority, industry, etc., but not many platforms can ensure that you are disseminating the right material to them as well, which might be something that you deem relevant.
One of the biggest buzzwords of the day is digital asset management . Digital asset management is bigger than a platform to store and manage your assets. It is not a simple library, rather it's a robust machine that your entire company can benefit from. A digital asset management platform allows for the right workflows, the right data and the right content to be in front of the right personnel at the right time . This allows for seamless content creation processes and easily allows for fewer iterations of the same content so it’s more easily distributed across more channels.
Put yourself into the shoes of your target audience, which is likely easy since you’ve spent so much time figuring out who they are. Do they deserve the same content everywhere they look? Shouldn’t a different medium deliver a piece of unique content, even if it’s essentially the same material? The secret to creating the right material for the right channel per your audience is not to recreate the content over and over again. It’s to create the content once, then have the tools in place to recreate it with minimal effort, maybe not quite automatically, but as close as possible.
There is opportunity with ‘marketing white noise’ . It requires the right operator of the right tool to get it right. But, the person who can, has a fleeting opportunity to rise above the noise, to stand out, and be better than the competition who can’t compete with such a technological advantage.
Marketing competition will not go away. Unless you’re in a highly specialized field you will have competition, especially in the daunting world of digital marketing. Quality and uniqueness are the two differentiators that will allow you to rise above the white noise and be found by the people that you matter to.
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