New Marketing Ideas: Don’t Buy the Media, Be the Media

Gone are the days when all advertising exposure must be purchased. Many progressive marketers have found great success spreading their message across new mediums.

And I am not necessarily talking about creating a viral video. Success can be had by reaching 1,000 targeted customers, as opposed to 1,000,000 random web surfers.

Here are a few examples of how reaching a targeted audience has evolved:

OLD IDEA: Buy a magazine ad.
NEW IDEA: Write your own magazine that your existing and potential customers will find interesting.

OLD IDEA: Take out a series of radio ads.
NEW IDEA: Start a podcast on subjects related to your business and make it interesting enough that people will find value in paying attention.

OLD IDEA: Take out a series of television ads.
NEW IDEA: Start your own television channel on YouTube and connect with other users who will help you promote your channel.

OLD IDEA: Purchase banner ads online.
NEW IDEA: Create a Facebook application that brings value to your potential customer base.

Later, I’ll discuss the factors that I believe determine whether an online media campaign will be successful or not.