The Promise of Private-label Media
This is a really interesting article that I found in Strategy + Business about a very hot topic of discussion in organizations around the world from start-ups to major corps. The rapid evolution of new technolgy continues to redefine the role of digital media and its use as a tool to engage consumers.
 The internet is the wild wild west right and many companies are seeking to  develop inelastic strategies that will cut thru the clutter in the fight for your eyeballs /$$$. As a marketer and/or consumer it is important to be aware of the tactics being utilized to touch YOU. Here is an excerpt from the article:
A direct-to-consumer media strategy can help companies build brands and reach consumers in new ways.
by Matthew Egol, Leslie H. Moeller, and Christopher Vollmer
Just about every company has a Web site. But today, many marketers are going further. They are transforming their digital presence into powerful media channels, direct to consumers. The practice is prevalent enough that, as the research firm Outsell Inc. reported in July 2008, about 62 percent of marketers’ online advertising and marketing budgets are spent on their own digital media, up from 58 percent in 2007. These marketers recognize that with the right mix of content, utility, community, and product, they can create compelling premium experiences for consumers. And they see that these efforts deliver powerful benefits in branding, relationship building, and lead generation.
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