Iterative Marketing Podcast Episode 17: Marketing Have and Have-Nots

In the good ‘ol days of Internet and social media marketing, low-budget marketers could play on an even playing field with big brand budgets — the Goliath’s. Today, that gap is ever-growing between the marketers with the haves and the have-nots. This podcast explores four key changes that contributed to the power shift — and how David can still beat Goliath.

In this episode, we discuss…

  • There is an ever-growing gap in marketers who have and do not have means to succeed in the digital landscape.
  • This podcast explores the opportunity for marketers without big brand budgets.
  • In the 1990s, Internet marketing used to be a level playing field. You could build a sizable audience without mass media.
  • Smaller paid media budgets used to have an equal opportunity for reach through Google Display, Advertising.com, Google AdWords etc.
  • Essentially, David had the same firepower as Goliath. It came down to which marketer had the best tools and which put them to the best use.
  • Four key changes in Internet functions contributed to the power shift away from David to Goliath: Content Shock, social media advancements, improvements in digital media targeting and big data.
  1. Content shock: early content marketers were among a select few. They were able to own their niche. Now, the quest for eyeballs is more competitive and the quality of content has to increase to compete.
  2. Algorithmic timeline on social media: Unless brands have a budget to promote their content, it’s unlikely to build an audience on social media organically with new timeline algorithms.
  3. Limited reach and target in digital media: ad networks have evolved to virtual marketplaces selling display, video and mobile ad inventory using real time bidding. Larger pockets tends to give marketers first dibs on better inventory.
  4. Data is currency: Without large volumes of data to your website, you may not be able to iterate or improve as quickly as someone who does.
  • How can David beat Goliath? There are a few ways. Marketing automation tools are becoming more accessible to marketers with modest budgets. Many big companies with ad tech don’t always know how to use them, either from a lack of talent, department silos or bureaucratic red tape.

For more information on the charity in this episode, please visit Future Leaders of Our Community.

The Iterative Marketing Podcast,  a production of Brilliant Metrics, ran from February 2016 to September 2017. Music by SeaStock Audio.

Learn more about Iterative Marketing and listen to other episodes on Apple Podcasts, YouTube, Stitcher, SoundCloud and Google Play.

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