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Unbound Edition covers brands, markets, media and cultural patterns – and the intersection of them all. Patrick Davis Partners publishes Unbound Edition as a service to all marketing professionals and other interested parties, and does not shape or direct content based on client interests. No content on the site is paid for. Like all others, our clients are welcomed and encouraged to contribute their opinions, experiences and insights.

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Everyone’s Media

Written on
September 10th 2007
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by Unbound Edition  |
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oldguy2.jpgI’m looking at you, big corporation. I’m looking at you, small business. I’m looking at you, Mr. Executive. I’m looking at you, teacher. I’m looking at you, student. You have no more excuses. Become a media company.  

I didn’t understand the concept either, until David Kirkpatrick wrote about it in November of 2006. “Why buy ads when you can control the content instead?” Let me repeat that on Mr. Kirkpatrick’s behalf “Why buy ads when you can control the content instead?”

It’s that simple. Anyone can be media. Anyone.

What does this mean? This means the game has changed. It means that if you plan on being in business in the 21st century, then you have to do this. If you aren’t doing this, if you aren’t using these tools, then you aren’t a 21st century marketer. With each passing month, old school advertising fades and the digitalization of media steps more and more into prominence. Soon, analog will be dead. Next will be traditional advertising. We’ve said it hundreds of times, you must adapt or die. 

It may seem overwhelming, but the wonderful thing is how absolutely simple this is. It costs very little. The barriers to entry are almost zero. You have no excuses. Stealing from Nike’s mantra: Just do it.

Guy Kawasaki illustrated just how easy this is. He goes by numbers, and in doing so, pretty much calls out anyone who makes any excuses about not entering this game. And this game is the Internet. It amazes me how many people still don’t get it. You must participate in this space. The time is yesterday. You’re already behind.

This is a next step in evolution. The web affects us differently than television, radio or print. It’s both passive and active. This experience is unique. We participate with what we buy in a new way. And we especially participate with our brands in a totally different way. This is why brands must understand this. And this is why every brand needs to truly understand that they now have the opportunity to be the media.

So, going forward, when I’m asking to be fed (and we’re always asking to be fed), you can feed me directly. It doesn’t have to be through a conduit any longer. You used to have to sponsor. Done properly, in the future, you will own the whole program.

Boyd Pearson is Editor-in-Chief of Unbound Edition and a Senior Associate with Patrick Davis Partners, a national brand strategy firm with offices in Atlanta, St. Louis, New York and San Francisco.  Mr. Pearson contributes to the firm’s Digital & Content Strategy Practice.

Compliments of UnBoundedition.com



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