Why money is no longer the currency for marketing
Money used to be the currency for marketing.
It used to be so simple:
- Spend a lot of money on creation of advertising and placement
- Get a lot of interest (leads or branding) in return
Digital content is disruptive
As the Internet, the recording and creation technology and the digitalization of arts and content have lowered the barrier to entry, money is no longer the currency for marketing.
More than ever before many people are able to create content which can be remarkable, unique, interesting or disruptive.
The competition for the audience with content has become omnipresent.
Marketing is being challenged by many competitors in content as spending large amounts of money on an advertising campaign is no longer a guarantee for success.
Content has become the key for success instead of money.
Content needs to be imagined and created – something money still can buy but money is not a requirement.
Good or remarkable content is not always related to the amount of money spend.
Content as currency
Each day the audience or the public has a limited amount of time to consume content. The content “buys” the audience as it gets their attention.
In this way digital content has become the currency for marketing too:
- To sell tickets at a price
- To promote products or services instead of advertising
- To convince or persuade people about political or social views
The better or more remarkable your content is, the more interest it will get.
The more leads it will generate or branding awareness it will build.
If your company creates and distributes good, remarkable and quality content, then chances are the information about products or solutions will spread far. Reaping big benefits.
If your company has created average content, even spending large amounts of money on the distribution (advertising campaign) will not have the same reach compared to great or remarkable content.
Money is no longer the currency for marketing.
How imaginative and creative are your marketing people?
Or is your marketing capable of hiring an agency that has imagination and creativity?
