Disintermediation: Increase Visibility While Reducing Advertising Cost
Let’s go a little further into the idea of your Blog’s marketing value. On the web, distribution of your advertorial content is no longer controlled by traditional media [a recent phenomena known as disintermediation.] Whatis.com defines disintermediation as giving the consumer direct access to information that otherwise would require a mediator, such as a salesperson, a librarian, or a lawyer. In this case mediator actually means that, rather than depend on newspapers, TV programming, magazines & web- based media to distribute [advertorial] content, you can get it to your target audience direct. In fact, because of the web, reliable search and syndicating content formats like RSS, which are standard with a Blog, there’s nothing stopping YOU! from repeatedly distributing knowledge & information to your target marketplace.
You see, a content management system like your Blog makes publishing content to the web BOTH cheap & simple. In addition to your Blog’s rapid publish to the web capability, it seamlessly formats content for web syndication [RSS syndication = movement around the web.] Nowadays, with search & syndication, content is free to go wherever it is needed so anyone has the choice to search [reliably] or subscribe to a Blog directly. By taking advantage of this reality you don’t necessarily have to depend on or pay for media intermediaries. That’s right, you may actually save on advertising cost and still get useful messaging to your clients & prospects.
But you ask, “how do my clients & prospects gather content from a Blog?” They do it by searching or, better yet, with an ‘RSS News or Feed Reader.’ The individual consumer of information [your target clients and prospects] need only make the RSS feed connection, which is readily available via your Blog. Don’t know what an ‘RSS News or Feed Reader’ is? Take one minute to watch this painless RSS & Feed Reader video and all confusion will be gone.
We’re not saying advertising in good media is dead by any stretch. Sure, affiliating yourself with the New York Times or your local newspapers’ audience, for instance, costs money but their audience has value. What we’re trying to convey is that with a little effort you can reach customers without traditional media intermediaries; you can repeatedly touch your clients & prospects with great new information direct!
With a leveled playing field for the distribution of information, the complete customization of incoming information for all people is now possible! They no longer need to stumble on your ad or to search repetitively in order to be informed. It means that if you can offer useful content information via a blog, you can build voluntary, informed & ever- loyal customer relationships.
Here’s another take on disintermediation.
Contributed by Chris Frereckschris@kineticknowledge.com
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