What’s Next? Marketing as Media
posted by Nick MendozaFriday, November 14th, 2008
At PR Week’s “The Next Conference” next Wednesday in New York, Peter Kim, a former Forrester analyst, is moderating a panel titled, “The Next Digital Era” featuring Steve Rubel from Edelman Digital, Mark Donovan from comScore, and Tom Arrix from Facebook. Kim invited his blog readers to provide input for the panel. One of his questions included, “What’s next for the communications industry?” Below are my thoughts:
Thomas Friedman of The New York Times says we live in a world that’s “Hot, Flat and Crowded.” He might as well be describing the multitude of stagnant organizations that are still hesitant to integrate social platforms and new media strategies in their PR and marketing campaigns. They sit in a smog of inaction, unable to see the fresh air within reach. Alternative communications fuels such as Twitter, Facebook, YouTube and Digg are already helping to eliminate corporate dependence on ink.
What’s next in communications is undoubtedly clear for those socially aware in the current media environment. Communications policy should be based on driving conversation and consumer engagement; rather than one-way vehicles that many organizations exclusively pursue on the congested road to market leadership. National media outlets and mainstream pursuits are still important, but niche communities and micro-platforms will increasingly receive outreach investment from smart PR professionals on behalf of their cost-conscious clients.
The social trends and behavioral shifts happening now will continue to shape what’s next … The availability of effective direct-to-consumer social channels, the accelerating transition from print to online, the growing adoption of social media among all demographics, the rise of the constantly connected consumer are moving all communicators to a massroots marketing era where brands are the broadcasters (think Blendtec YouTube channel). “Marketers as media” will be the norm rather than the exception in communications efforts moving forward. We may not all have the money for a 30-minute spot on multiple network TV channels, but anyone can broadcast to the world in minutes – whether online or on mobile (live video on mobile phones will be the shiny new 2009 car in the ever-expanding communications garage).
How powerful can a “marketers as media” approach be in an increasingly Internet-driven society and digital culture? Just last week, one man who established himself as a brand, spoke directly to his customers and enlisted the power of social communication became President of his industry.
