Tsunamis of Change and the Creative Economy
This is Part 1 in a new creative project I'm working on looking at Australian Digital Media Strategy.
As every business owner knows the economic landscape has been rapidly altered after the stock market crash of last year - it's a bit like looking out the window after the Pearl Harbor attack - most of the destruction done, the full reverberating impact still too early to tell.
The old supply demand ratio and attitudes (including the much maligned Y-Gens) of the last twenty years has changed, as a result, new thought-models, approaches, attitudes and opportunities will surface and prosper.
In today's market Buyers are now back in full control - cash is scarce and surviving companies must actively compete. As a supplier you are either a commodity or added higher value - the middle ground will be flattened.
A contracting marketplace offers smart expanding companies the ability to increase market share as their competitors retreat and defend - head in sand, reactive.
From the laggard industrial manufacturing complex through the Information Economy we will move towards an Innovation/ Creative Economy
One of the biggest impacts will be on the media, advertising and the entertainment/ Internet video space (think how Ipods changed the music industry and how faster broadband wil impact video, film and television).
There will be an accelerated shift towards online video advertising and marketing away from conventional television, newspapers and magazines.
A great little video from PRBlogger
How PR works online
This then raises the question of who are Australia's most influential Internet users?
How would you create a list? Some initial thoughts...
- Top 100 Australian Bloggers - how many subscribers? How many comments? (any list needs to be contextual and relevant)
- Facebook and Linkedin - how many friends/ associates - engagement and influence?
- Google - number of articles and links etc
- Corporations/ Government - The Telstra's, News Ltd's, Seven Sunrise, politicians and celebrities
- Twitter/ Flickr/ Youtube and so on
Once you have your list how do you engage?
In sales, the best customer is through a trusted third party referral.
For example, hey Scott, you're in marketing do you know a good event management company? Absolutely - Monique at Creative Stars.
Most people begin any new purchase with a search (see How PR works online above).
The question is how do you engage influencers without trying to sell them, ie jamm a message down their throat like historial repeat and interupt advertising?
WIIFM - What's In It For Me?
- What is your product or service? (keywords and message)
- What does it mean to your customers (wants and needs)?
In the online world original, quality "content is King".
Find a creative approach, create something new and share. [Goes for swim and walks to coffee shop]
At coffee this morning the idea crystallizes. I've been looking to incorporate more of my photography interests (particularly portraits) within my work.
- Broad scope campaign -the 6 w's - Who/What, How, When, Where, How much, Why?
- Research lists and compile
- Create holding content pages
- Begin target engagement
- Market/ Share/ Engage