There are two colliding factors that are slowly killing your marketing strategy. Here is a plan to fight back.
...In the physical world, this is what happens when you try to push too much stuff though a finite pipeline — catastrophic failure. A flood. Wires bursting into flame. Server crashes.
So this presents the fundamental dilemma for you and me. How do we get our marketing message to cut through the infinite information and make it through to a consumer brain — without going broke or having a catastrophic strategic failure?
We’ve never faced this before
This is a relatively new problem. Even in the early days of mass broadcasting, getting your message through was easy. You simply bought advertisements on the most popular radio and television programs. Those days are coming to an end. Nielsen reported that in 2011, the number of hours that Americans viewed TV declined for the first time in the history of television. Newspaper advertising, adjusted for inflation, is down to 1950s levels. Even website visitors are down. In the past two years, 68% of the Fortune 500 companies had a drop in unique visitors to their company websites.
So we have no choice. Day by day, every single company in the world is realizing that it must join this social media battle for consumer mindshare. And that war is raging though web-based content....
[Valuable read from @MarkWSchaefer - JD]