Media
AOL ventures into a new content marketing landscape
Veröffentlicht 30 Nov 2009 von Jim Munz in MEDIA Tags: Marketing, publishing, Advertising, Advertising Landscape, Business Model, content, Content Marketing"Content is the one area on the Web that hasn't seen the full potential. Hopefully, we will spark a revolution of people doing content at a different scale," says Mr. Armstrong, a former advertising executive at Google.
With this statement in a Wall Street Journal article AOL is showing what it hopes will be the genesis of a new media commercial landscape that is profitable. This landscape will understand that the content needs to be more valuable to the consumer and advertiserswho are currently paying the bill for them to provide this content.
This is a very tricky balance to keep but it starts by monitoring what is on the minds of the users in real time so that they may present the content that people are looking for before the online conversation changes topics. This is revolutionary in my mind. Finally someone is attempting to break down the publishing process so that they may respond to the rapid change in topics that occur in the new Twitter/Facebook world. The traditional publishing process has not been very nimble in most cases online thus the emergence of consumers using Twitter to discuss real time news events and the promotion of online tools for news organizations to capture pictures and video from viewers. Although these news agencies are quite good at getting content online quickly often it takes some time to develop deeper associated content that would be valuable to the user based on the current topic and combine that with advertisers who would benefit from their brand exposure next to relevant topics such as the "Crib recall" example they use in the article.
This is probably the best example of media and advertising trends coming together to promote an alternative to the current online landscape where advertising and users needs are often at odds and the media sources of today are struggling to survive while being stuck in the middle. How they develop this and how others respond to the development with new tools and processes of their own will in my mind change the landscape for years to come, and will lead to the right media/advertising model for the future where the consumer and the content provider both win.
Submit a comment