The needs of an entrepreneur
“Media convergence is the flow of content across multiple media platforms.” — Henry JenkinsWhich media platforms should entrepreneurs use? Multichannel marketing increases the number of touch points with customers. These points of contact may be websites, mobile websites or apps, social media and blogs, print, television, radio, and e-mail marketing. What types of customers use which kind of media channels? On a digital pathway to purchase, there are six distinct customer segments. These segments identified by basic digital consumers, retail scouts, brand scouts, digitally driven segment, calculated shoppers, and external shoppers. In which channel should start-ups focus their media marketing? Gabriel Winberg and Justin Mares have found nineteen ways start-ups can acquire customers. These are viral marketing, PR, unconventional PR, SEM, online display ads, offline ads, SEO, content marketing, e-mail marketing, engineering as marketing, targeting blogs, business development, sales, affiliate programs, existing platforms, trade shows, events, speaking engagements, and community building. As a small media producer, I am trying to find out how our content can be shaped for and distributed through as many platforms and channels as possible. Have you spread your content to many places?