There is a big difference between how the existing media business models work in the old landscape compared to how they will work in the new.
Blindly copying concept from platforms where content actually disappears removes us from the ability to create value in an updated reality where content is stored in the “long here”. Where it isn’t static, but grows, connects and augments.
If media is to take advantage of the opportunities in the Everyday Life marketing landscape we need to shred the idea of short term, Attention Web concepts like clicks, views or time.
Explanation of terms here..
As some of my readers know, I’ve tried the last week to digg up some hopefully interesting or inspiring thoughts on the challenges of the media industry. I believe in the industry, but I also believe it needs to break out of the limitations of their traditional mindset if they are to discover new and innovative opportunities. There is a lot of artificially constructed walls limiting their creativity when it comes to developing new ideas.
Understanding how the concept of time has changed, unlocks a few barriers:
1. There is no time. As I stated in my introduction. Content doesn’t disappear, it gets more valuable. We need to connect companies with this content, help it grown, and build mutual and extended value.
2. Time introduces an artificial constraint into the company / participant relationship that limits the participants opportunity to engage and connect with the companies brand values.
Now it’s artificial in the sense that it is not designed by the value proposition offered by the brand to the customer (summer, Easter or Christmas related products could have done that), but it’s limited by money. To be more correct, it’s limited by the cost of running messages in media.
“If you’ve only budgeted 2 months to be available to our community, we’re only going to give you 2 seconds of our time … at best.” – Amanda Mooney
As I see it, if Media Companies are to have a role – or get value out of the Everyday Life Marketing potential they need to put aside this limitation, they need to develop products for companies and participants without the constraints of time attached. Not putting clicks or views or days as a business model – but shared value.