Internet Marketing Solutions

This perspective from Bradley Horowitz’s blog has my
attention.  If you’ve been wondering exactly what the media world
will be like soon, read on. It’s not about ABC, CBS, NBC and Fox telling you
what to watch. It’s about you participating in the creation of content in
various ways and sharing with others who have your same interests in
what you read and watch across all media channels (radio, TV, satellite, the
Internet and so forth).

Here is a snippet from

Creators, Synthesizers,
and Consumers
by Bradley Horowitz

I spoke a lot more about this in the Wired
article.  In the new paradigm of “programming” where there are a
million things on at any instant, we’re going to need some new and
different models of directing our attention.  In the transition from
atoms-to-bits, scarcity-to-plenty, etc., instead of some cigar-puffing
fat-cat at a studio or label “stoking the star-maker machinery behind the
popular songs,” we’re going to have the ability to create dynamic
affinity-based “channels.”  Instead of NBC, ABC, CBS, HBO, etc., which
control scarce distribution across a throttled pipe … we’re going to have
WMFAWC, WMNAWC, TNYJLC and a whole lot more.  (The what my friends are
watching channel, The what my neighbors are watching channel, The New York
Jewish Lesbian Channel, etc.)  I expect we’ll also have QTC (the
Quentin Tarantino channel) but this won’t be media he made (necessarily)
but rather media he recommends or has watched / is watching.  Everyone
becomes a programmer without even trying, and that programming can be
socialized, shared, distributed, etc.

——–
He makes some statements worth keeping in mind, but more to the point is his
WIRED article, The Super Network: Why Yahoo!
will be the center of the million-channel universe.

Who’s to know if Yahoo will do this or, in truth, if all the
powerhouses of the Internet will do this. Doesn’t really matter with newer
Web 2.0 mix-and-match Internet technology. And that’s partly his point. You
can pull together your mix of information and media channels and share it
with like-minded people who trust your judgment. Yahoo does seem on a roll
for now, as Bradley points out so well in his blog article.

What does this mean for your business website? Well, if all you have is
static marketing information, you might start by seriously looking at a new
architecture that supports RSS feeds and creating one or more business
blogs.

Depending on the size of your business, developing a community around
your business services and products is a good next step. Just do it in a way
that doesn’t lock people into you. Allow people to come and go and
contribute or not without giving up their first-born child via 20 fields in
a sign-up form. Focus more on creating compelling reasons for them to be
reliant on the information flow from your business. Partner with others,
contribute to the community, think less on total domination and more on
the value of your presence and the legacy you are leaving.

Tom