It's the End of the World As We Know It...

Read this snippet from a recent report about the changing face of advertising and then we'll get to the good stuff.

Traditional advertising players risk major revenue declines as budgets shift rapidly to new, interactive formats, which are expected to grow at nearly five times that of traditional advertising. To survive in this new reality, broadcasters must change their mass audience mind-set to cater to niche consumer segments, and distributors need to deliver targeted, interactive advertising for a range of multimedia devices…

OK. Here's the interesting part. The snippet above is from a report published by IBM. You read that correctly. Big Blue has chimed in on the state of advertising and how new media is going to turn the old model inside out.

  • From highly targeted ads on Facebook (you do have a Facebook page, right?) that allow you to focus on a key demographic, between the age of 30 and 60 that live in Florida to...
  • ...building a community around your blog to...
  • ...creating a fan base by publishing low quality (cheap) YouTube videos to...
  • ...using affiliate codes to cut out the middle man (publishing a book? use Lulu and Amazon) to...
  • ...creating a new level of transparency with Twitter to...
  • ...forming your own social network with Ning to...
  • ...building awareness about interests and links via Del.icio.us

All of these niche tools and markets have the ability to seriously impact the effectiveness of your company's advertising dollar or your personal reputation (you are managing your reputation online, right?)

The takeaway:

Learn to market the social presence of yourself or your company.

If IBM gets it, shouldn't you? It might just be the end of the advertising world as we know it and, you know what? I think I feel fine.