Rent or buy media.

Since I was a kid in this industry, the standard terminology has been to “buy media” meaning stick an ad somewhere, and hope somebody you want to reach sees it, and takes action as a result. However, the reality is that we have just rented an audience from a newspaper, TV or radio station, not bought them.

The net has changed this, as with almost everything else. Now we can buy an audience, over time by developing content that engages and draws people back again and again, encourages sharing of and comment on the comment, effectively building digital  “stock in trade” that is stored for access when appropriate. 

In other words, at last, we are able to create stock that we can use in the selling process, or in the case of on line retailing, a sale results directly from the stock on the net.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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