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Modern web 'can be a marketer's goldmine'
Marketing News |
05/03/2010
The rapid growth and expansion of the internet has created unlimited opportunities for marketers who provide quality content, it has been claimed.
Henry Cowling, creative director of the media firm Viral Factory, commented that while the web "used to be a disparate group of people with shared interests and humours", it has now become more of a mass media channel.
"The isolated pockets of like-minded nerds have grown into mass tribes of mainstream users," he claimed.
In one sense, this means marketers face greater challenges in getting their promotions noticed, he added, but where they organise high-quality campaigns, there is the potential to instantly engage with millions of people around the world.
Mr Cowling added: "Great content will continue to find its audience and go viral. The vast proliferation of social media channels has only increased the number of platforms by which content can reach an audience."
However, he noted that pushing bad content out to social media channels "is like herding cats - audiences just won't play ball".
Earlier this week, Strategy Analytics Digital Media reported that the global online advertising market grew by 8.5 per cent during the final quarter of 2009.
Posted by Jon Aspinell
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