digital media isn't mass media for cheap

Bud Caddell Strategist, Undercurrent

DIGITAL MEDIA ISN’T MASS MEDIA FOR CHEAP

Alright everyone, budgets are tight.TV is out. Radio is out.

But we still need an ass-load of awareness!

How about a viral video?

? ? ??

Brilliant! Get right to it.

Oh shit.

FAIL!EPIC

THE INTERNET

IS NOT JUST

ANOTHER

DISTRIBUTION

CHANNEL.

WHEN

WILL W

E LEARN?

THE WEB WASN’T BUILT WITH COMMERCIAL BREAKS. IN FACT, THE WEB WASN’T BUILT FOR ADVERTISERS AT ALL.

BUT HEY! THAT’S OK!

ON THE WEB, YOU MAY JUST BE ONE OF US, BUT YOU’RE THE ONE OF US WITH GOBS OF CASH TO DO REALLY COOL SHIT.

BUT YOUR STRATEGY FOR THE WEB HAS TO INVOLVE MORE THAN DROPPING

NEW COMMERCIALS*.

*PEOPLE BARELY ENDURE YOU HERE.

AND EVEN THOUGH WE LOVE THIS BIG GUY, HITS LIKE HIS ARE EVEN MORE RARE THAN CLICKS ON YOUR BANNERS.

IT’S A FACT OF ONLINE LIFE:REAL SUCCESS IN THE DIGITAL SPACE REQUIRES A LONG TERM COMMITMENT OF YOUR TIME AND MONEY.

QUIT BUYING EYEBALLS, START EARNING WHOLE FANS.

VIEWERS COME AND GO, BUT FANS FIGHT FOR YOUR SURVIVAL.

LET’S MAKE IT HAPPEN!

FOLLOW THESE SIMPLE STEPS, AND YOU TOO, CAN SUCK LESS HARD.

STOP MAKING THINGS JUST

TO ACCRUE A TEMPORARY

AUDIENCE.

START LISTENING THEN RESPONDING.

START REWARDING PARTICIPATION.

START TREATING THE WEB LIKE A SCIENCE LAB, BECAUSE IT IS ONE.

START COLLECTING RELATIONSHIPS.

IN 2009, I CHALLENGE YOU TO STOP USING THE WEB AS JUST ANOTHER DISTRIBUTION CHANNEL.

About MeMy name is Bud Caddell. I work as a Strategist at the New York based digital think-tank Undercurrent. Find me across the web at http://budcaddell.com

About This DeckThe illustrations used were stolen from the amazing artist Gerd Arntz., more info at http://bit.ly/gerdarntz

I’d be honored if you stole anything from this deck.

READY FOR ANOTHER CHALLENGE? http://bit.ly/fans