During the last thirteen years of online publishing there has been a tremendous development in online content. Readers of digital newspapers and magazines have gone from text and hyperlinks, to videos and multimedia shows, from published content to participatory content. But for some reason publishers haven’t granted the advertisers the same investment in innovation as the readers have been given. Marketers having their opportunities and products almost frozen during the last decade.
Is there no competitive landscape amongst publishers when it comes to winning advertisers, no need to invest in innovative solutions? Or is it a lack of interest and ambition from advertisers, media buyers and companies? Or all of the above?
Hopefully this is all set to change. With the advent of new digital business models, outside the realm of existing online media. This will get publishers on their feet and start feeling the heat. The competition for advertisers investments won’t be between identical media models anymore, but between the publishers and the companies themselves.
Here are three and a half reasons why we will see immediate change:
- 1. Personalization, both in regards to the personalization of tools and services available to the participant, but also in the regard to the company. Why drown your communication in a sea of similar banner sameness when you could have your very own arena, with your very own idea and environment – all to your, and your participants self.
2. Digital services, enforcing and differentiating existing products and services. Why invest in just telling people about how great you stuff is, when you can prove it.
3. Richer solutions, which establish a connection and a loyal friendship between the company and the customer. Conversing with each other and sharing experiences over a longer period of time.
Looking at consumers and online participants, and comparing their new worlds to the products online publishers are offering advertisers, it is difficult not to notice the growing gap, and a bubble that is about to burst.