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June 30, 2016 by steve robinson Leave a Comment

Marketing Have and Have-Nots

Marketing Have and Have-Notssteve robinson
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Show Notes

  • There is an ever-growing gap in marketers who have and do not have means to succeed in the digital landscape.
  • This podcast explores the opportunity for marketers without big brand budgets.
  • In the 1990s, Internet marketing used to be a level playing field. You could build a sizable audience without mass media.
  • Smaller paid media budgets used to have an equal opportunity for reach through Google Display, Advertising.com, Google AdWords etc.
  • Essentially, David had the same firepower as Goliath. It came down to which marketer had the best tools and which put them to the best use.
  • Four key changes in Internet functions contributed to the power shift away from David to Goliath: Content Shock, social media advancements, improvements in digital media targeting and big data.
  1. Content shock: early content marketers were among a select few. They were able to own their niche. Now, the quest for eyeballs is more competitive and the quality of content has to increase to compete.
  2. Algorithmic timeline on social media: Unless brands have a budget to promote their content, it’s unlikely to build an audience on social media organically with new timeline algorithms.
  3. Limited reach and target in digital media: ad networks have evolved to virtual marketplaces selling display, video and mobile ad inventory using real time bidding. Larger pockets tends to give marketers first dibs on better inventory.
  4. Data is currency: Without large volumes of data to your website, you may not be able to iterate or improve as quickly as someone who does.

How can David beat Goliath? There are a few ways. Marketing automation tools are becoming more accessible to marketers with modest budgets. Many big companies with ad tech don’t always know how to use them, either from a lack of talent, department silos or bureaucratic red tape.

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We hope you want to join us on our journey. Find us on IterativeMarketing.net, the hub for the methodology and community. Email us at [email protected], follow us on twitter at @iter8ive or join The Iterative Marketing Community LinkedIn group.

The Iterative Marketing Podcast is a production of Brilliant Metrics, a consultancy helping brands and agencies rid the world of marketing waste.

Producer: Heather Ohlman

Transcription: Reena Venkata

Music: SeaStock Audio

Onward and upward!

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