Micro-Media: The Future of Advertising
You are reading our blog. Why? Because you know someone at Vert? Maybe you work in the digital marketing space, perhaps even here in Atlanta? Or maybe you just ran across one of our random, pithy and/or insightful comments across many of the other media properties across the web and decided to see what else we could crank out. Point being, right now you are consuming micro-media.
This isn’t micro-media because we are a smaller, startup agency or because we work in the mobile space – it’s micro because it is such a defined, niche piece of content for a defined niche audience. Congratulations, you are a very important part of our micro-audience!
I’ll give you another example… Recently Bravo (and several other media companies) struck a deal with FourSquare, the mobile + social media augmented reality game. When the news broke my gut reaction was ‘Why the hell would Bravo throw away good marketing dollars on such a small, new and unproven channel?’… Truth is – they are genius! (I think.) They did not strike the @FourSquare deal for mass notoriety (although the PR coverage is a perk) – Bravo created a partnership that speaks volumes to a very niche audience. A younger, tech-savvy, and urban audience that resonates perfectly with its media content and business plan. Brilliant!
Barriers, strongholds, and fortresses built by the Czars of old “macro-media” are being torn down everyday. New, vibrant villages of crowd-sourced connections built on creative technology solutions are taking their place – essentially leveling the playing field. The days of massive marketers shelling out millions to reach massive audiences are quickly fading. The good news is the massive marketers are still spending millions (or will be again soon…) – except now it is being fragmented and optimized down through many specific channels.
It is a very exciting time to be in the media and communications space… well, unless you are Rupert Murdoch. Here’s to the future of micro-media, and the hundreds of entrepreneurs, startups, and innovators that will power us into a new era of communications, media, and advertising.
- Kevin Planovsky
@kplanovsky
