“Be with the ones you love (and the ones that love you.)”
by: Gene De Libero | June 17, 2009 | No Comments
Seth Godin has a post on his blog today titled, “Scalejacking.”
Dave Balter coined this great term. It describes the quest of marketers for size at all costs. Because marketers were raised on the scale of mass—TV, radio, newspapers—they have a churn and burn mentality. The internet turns this upside down. The internet is about who, not how many. The internet lets you take really good care of 100 people instead of harassing 2,000.
I couldn’t agree more. It’s about getting the right message to the right people at the right time in the right place. The Web (like any digital channel, or “addressable media”) allows the marketer to focus the message for maximum relevance. But in order for the ‘narrowcasting’ approach to work, you need to have a very clear understanding of at least these three things:
- Your target audience
- How they consume content
- How they create content
You can’t choose a digital channel for your marketing initiative until you’ve got good information about all of the above, otherwise you’re missing the boat. As Seth says,
On the Internet, the mantra that works is, “Be with the ones you love (and the ones that love you.)”
It’s far better to reach 1,000 people who find your message highly relevant than 1,000,000 who could care less. Go forth and Narrowcast!
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