I, [State Your Name], Broadcast Company
We are all our own broadcast networks. With a world of online, mobile, and social all integrated with the traditional ways to reach potential prospects, existing customers, and greater networks, we as marketers are already broadcasting to audiences. The content, tools, technology, data, connectivity, and consumer smartphone adoption are already in place—now it’s time to declare the obvious and own it.
Broadcast networks, digital/social/ad networks, private networks
Networks didn’t start as content looking for an advertiser; they started with advertisers underwriting content to gather a mass audience. Bonanza was filmed in color in order to promote and sell the newly introduced color TV. Digital and social networks build audience based on common interests with the dirty business of advertising and selling introduced as an afterthought. Great reach, great waste, and great energy were spent trying to change behaviors to commerce in environments predominantly built for entertainment and engagement. When you combine the technology broadcast techniques, with the stinginess of the direct marketer and todays ROI sensitive CMOs, the world of the private broadcast network becomes obvious.
Context, Content, Consistency
Why do any of us choose to read, follow, or participate digitally with content, products, brand, and retailers? the answer is simple: they interest us. We utilize content to explore and determine our levels of engagement. Since we may require more than one impression to make a commitment, naturally we find comfort in consistency. The world of the private broadcast network brings the promise of always controlling and setting context. It also ensures delivering just the right engagement content and next steps at the right moment, all in a fashion that reminds customers and prospects alike that they’re experiencing the brand as both parties desire it be experienced.
Carved out vs. Built out
No earth stations, no transmission facilities, wire(less) or control rooms. Everything you need to carve out your audience exists within today’s mediums. People accessible at the right time in the right place in the right frame of mind. Hundreds of companies in the ad/mar-tech space providing services, platforms, and tools to enable your efforts. Thousands of broadcast, social, and ad networks with audiences that comprise the markets we as marketers want to access. The world of the private broadcast network is built upon the infrastructure, tools, platforms, and broadcast capabilities of others—carved out especially for our own audiences.
Use your own data—made fresh daily!
Data companies, data warehouses, data platforms, data tagging, databases, raw data, big data, data analytics. It’s all out there. Why start by renting data that you can naturally and legally own? Tools exist to capture data on any and every location, no beacons or wi-fi required to measure audiences accurately and match back to zip 4 clusters, IP addresses, and individuals. Customers and prospects traversing our various online and mobile content leave behind a great deal of analytics, and with it, the ability to identify those same customers as they navigate the online and mobile world. Your own customers and prospects, available and always indicating their interests and needs, made fresh daily. This is where we all must all begin. First party, first click, first shot.
Refine, Refresh, Rejoice
Utilizing this amazing array of information available in real (or almost real) time provides us marketers the info necessary to refine our plans and meet the needs of both our private audiences and our company. . With this information in hand, refinement leads to a continuous refreshing of our markets, content, offers and expectations. As a lifelong marketer—both direct and digital—waiting for the tools for us all to be our own private networks, it’s time to rejoice. All of us living in the marketing world, we’re all feeling the changing of the guard.