As all media and even arts have turned digital, almost all content creators and providers have turned digital too.
Due to this digitalization the level to enter in content creation and distribution has been lowered significantly.
High quality content can even be made by an amateur if he:
- Has the adequate affordable equipment
- Self-teaches the required skills
- Takes the required time to have a high quality finish
Many channels exist for the distribution: YouTube, Vimeo, Facebook, MySpace, Slideshare, Scribd, DocStoc – just to name a few.
The best example is the “Paranormal activity” movie produced for just $15,000 while earning over $100 mio at US box office alone. Not a professional – not professional equipment. Just a good and remarkable idea and remarkable or at least good enough execution.
Digital content is becoming more and more abundant due to the low entry barriers.
Through the process of natural selection the best or most popular content gets exposed to ever larger audiences using social crowd sourcing.
These changes are posing a problem for corporate marketing and advertising.
Formerly marketing could spend a large amount of money on an agency to create an advertising campaign which could generate a decent amount of interest. The costs were high due to the high equipment costs and the highly skilled people needed.
Nowadays it is no longer the amount of money that is being spent on the creation, execution and the distribution of the advertising campaign that matters but how remarkable the content really is.
There are many people creating content. Some will create remarkable content that get large audience exposure. The corporate marketing campaigns need to be at least as good in the competition to be remarkable as the audience can only consume a limited amount of content every day.