When you think of it, what we thought of as media exposure not so many years ago has completely morphed and changed. Warhol would be proud. Not only is everyone going for their fifteen minutes, they’re now shooting for an hour. What made it into the media used to be decided by a handful that controlled what we saw, heard and read; now all of that has changed. But as the outlets have changed and the media terrain has morphed, the market has become so diffused that it’s more and more challenging to find a venue that 1) gives real information and 2) reaches a specific audience or market. TV shows and print publications that used to be the public’s main sources for news, politics, entertainment and information no longer have the reach or the impact they once did. Those outlets that once served as the primary venue for exposure are no longer the powerhouses they once were. But, they are still tremendously important and need to be a part of your promotional or marketing campaign.
The traditional outlets are morphing. Newspapers are folding; more information in going online, but simply promoting yourself or your company on the Internet is not the end-all marketing-wise. Neither advertising nor straight Internet marketing offers the validation and legitimacy of traditional PR. That’s primarily due to the fact that anyone can post information on the net. There is very little vetting and fact checking. Overall, the Internet is Wild West of information, and although marketing online may get your message out there, it alone is not enough. To begin with, simply being on the net is not enough, you need to drive traffic to your information, But more importantly, that type of exposure seldom offers you the credibility, validation or build brand trust as being featured as a news story will. The most effective approach is a strategic marketing mix. You can reach your target market and gain validation and credibility through effective PR, and then utilize the Internet to amplify and maximize your message. That is the marketing strategy that you now need in order to build your business, land more customers and make more money.
Copyright © Anthony Mora 2009
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