The biggest challenge for those responsible for marketing organizations today is addressing the consumer transformation from traditional to online.
Owned media is any published content controlled by a brand or channel partner; typically their website and Facebook site and other social media. Earned media exposure is the buzz created through interest generated by frequent updates, promotions, pass-along readership and is generated by users, customers and friends of the site.
Consumers and the media they use have changed dramatically in the last 10 years. It would “marketing malpractice” to not have open conversations with your channel about the pros and cons of different options. Realize that dealers will have many questions about new media terms and approaches. They’re looking to you and your team as a trusted resource.
Any new media or idea must provide advantages to all parties in the ecosystem where it lives, or else it won’t be adopted. We saw this in the late 1990’s with digital print. Printers didn’t want to decrease the volume on their offset presses. Agencies said it was more difficult to create variable campaigns. Clients looked at cost per page which was higher early on. It wasn’t until each player in the ecosystem saw a benefit that it began to take off.
Consumer behavior has changed tremendously in the last 10 to 15 years because of the internet. This has happened on two levels. First: Internet only sales. This is what most people think about. This number has grown, but isn’t the driving force that many thought it would be. Most sales are still made at retail. The second is Internet Influenced Sales. This is the surprising number and one that belies the real power of the web.