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.
- 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.
- 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.
- 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.
- 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.