Marketers used to rent eye-balls, they used to take out a loan for a potential audience, they would buy media space to shotgun market. That was marketing at its most traditional. That was marketing when the masses mattered, when there were only 3 television networks, when developers hadn’t come up with a way to block pop-up ads yet.
When I write you’re a marketer now, I’m not knighting you a marketer, I’m reminding you that you’re a marketer now, as in, you’re a marketer in the 21st century, as in the post-renting, post-loaning, post-shotgun marketing world of it.
Now as a marketer you own eye-balls, you own an audience and you own media space in a niche location. The success of your marketing is dependent in how you find those looking for you, treat those who already find you, and provide for those who frequently visit your home; be it your blog, your catalogue, your YouTube account or some other space your tribe gathers.
Marketing involves ownership, and ownership is scary. The stakes are much higher for marketers than they were 10 years ago. You can’t blame the mass for not clicking your ads, you can’t blame the lack of newspaper circulation for the decreasing sales numbers, you can’t blame Facebook for preventing your video from going viral. If some effort of yours is unsuccessful, it’s your fault. More ad space, bigger banners, extra magazine inserts won’t help.
Getting marketing right involves taking care of what you own.
For many that starts with understanding that you have ownership of an audience and a space.
Stay Positive & Remember My Favorite Aspect Of Marketing: You Get To Choose What You Own
And here is some bill the cat for you.
Photo credit
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