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Online Marketing And Scattered Audiences

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Was your company blogging ten years ago? If not then why? Google made it easy for you and now you’ve lost ten years of priceless link juice. Given the fragmentation of media in the last ten years, it’s clear now just how relatively little work you actually had to do back then. But that’s in the past. Still, I have bad news for you: what you have to do now is far harder than it was ten years ago. Let me explain.

CONTENT FRAGMENTATION AND SOCIAL DISTORTION

As the Web expands and proliferates novel media, messaging becomes increasingly diffuse and fragmented. The Web creates new opportunities and destroys old standards. It disrupts communication patterns, rattles social structures and ruptures attention spans. Ten years ago, you could leverage your audience-building skills for acquiring and retaining customers. You could even have learned and mastered a skill which traditional marketing didn’t really demand: conversational aptitude. Read more »

*This blog post was originally published at Phil Baumann*

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