The needs of an entrepreneur
“Stopping advertising to save money is like stopping your watch to save time.” – Henry FordHow has paid marketing evolved? For decades, paid advertising has been about a 'sender' (the marketer) sending a message through a 'medium' (owned media) to an audience that consumes the media content. Now paid media can be sponsored content, a newsfeed with sponsored posts on social media, paid search results and sponsored newsletters. Who produces advertising? Since paid media and advertising may appear in so many shapes, on a plethora of channels, it’s difficult to pinpoint who produces, modifies or distributes it. Journalists may write sponsored articles, newsletter list owners may promote a partner product, in-house social media managers may produce posts and bloggers may review a product for money. Where does paid advertising work? The digital, inbound, content-marketing arena is so young and is evolving so rapidly that there are no specific processes to benchmark. As a marketer, a combination of free content, distribution of other’s content and paid messages seems to be working. First we paid for content and advertising and then we didn’t. What about a compromise? Have you any experience of the new paid content models?