Next big thing

    Whoever you are and whatever you do, the question is not how good you are and how good your songs, smiles, poems, doorknobs, interiors, paintings, services and buns are good.

    Although, if we are talking about buns, then you benefit from the fact that you know not only your street and your area is practically nonexistent. Yes, your bakery can become a local attraction, and every tourist will certainly turn to you, and not just to the local art gallery. But still, this tourist will not be able to try your bun for breakfast while at home.

    If what you are doing is not so tightly attached to the place and time, and if in order to use your services it is not so necessary to go to you, say, to the hairdresser, then advertising will certainly not hurt you. Or if it’s not direct advertising, it’s all the same some kind of effort to get to know not only your direct customers and those whom they will manage to tell you, it’s still worthwhile to attach.

    Once it was enough to print your ad in every issue of the only city newspaper, and everyone who knew would know about you. Once you had to cover a radio station in addition to a newspaper, print a couple of leaflets and put them in the necessary metrics, well, what the hell was not joking, your city could be so large that it could also have your own TV channel.

    But now the question of communicating information about yourself may not be so trivial. Precisely because there is too much information. For example, in order to get your message across to me, it’s completely useless for you to try using traditional methods of advertising: I last saw the newspaper a year and a half ago, I listen to the radio for 15 minutes every 2 weeks in a random minibus, I don’t watch TV at all. And not because I'm so not interested in the surrounding world snob. I just do not have time to follow all the sources of information at once. Well, then, even if I was watching TV, how to guess which of the dozens of channels I’ll tune into today. When there were three TV channels, it still made sense to talk about some kind of information space. When there were 33 of them, and there were a lot of spaces, they practically stopped intersecting.

    Yes, some can afford to be present on television, on the radio, in newspapers, and on the Internet. But it’s about the Internet that will be discussed now. A year ago, in order to convey information to me it was possible to make a website about your services, spend a little on search engine optimization and contextual advertising and I would not pass your message. But if you recall how I and many others have been consuming information recently, it’s clear that now this is also not enough. No, seriously, I now use the search engine much less often than before. And I have not visited news sites for a long time. And all because I have long understood what kind of information I need. And I get my daily dose either from carefully selected RSS feeds, then from a properly tuned friend’s feed, then from a bunch of different places, about which most Internet users have a rather vague idea. And if I didn’t live where I live, and my main language would be English, then MySpace, Facebook, Digg and a bunch of heresies would be added to the list of these strange words.

    So what am I talking about. Now, in order to be available on the Internet, it has long been insufficient to be only on the Internet. It is necessary to flash in both LiveJournal and MySpace, and even, I am not afraid of this word, in Li.ru. All these strange words have grown to such an extent that for many they have become synonymous with the Internet. And besides the list of favorite friends in LiveJournal, a person may not see anything on the Internet at all. And at the same time not to know about anything that does not get on the Internet.

    You yourself manage to be everywhere? I'm not so sure. At least because I perfectly understand that the same Li.ru and LiveJournal are created for completely different people. And one who has found an approach to the public in one of these systems is unlikely to be able to convey his message to people in the other. Even if he spends a decent time trying to figure it out. And of course, there’s not enough time for everything. Even if you deal only with the dissemination of information and nothing more.

    So you need to either come to terms with the fact that your advertisement conveys message only to an ever-diminishing audience of traditional media, or look for professionals who work with new media. With all the new media, not only with those that have gathered millions of audiences for many years, but also with those media that have just appeared. Because the picture of the interests and preferences of those who make the decisions you need can change unpredictably and dramatically in a matter of months. And turn to those new media that today are unknown to almost anyone but a handful of professionals and enthusiasts.

    But how nice it is in 2007 to accidentally quit that you have been known in MySpace since 2003. Or in 2011 to know that a good half of your customers found out about you thanks to a page on some of the sites that will enter the stage of public testing only tomorrow.

    But we have already left a request to be in the forefront of those who are testing this site, yeah.

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