Before the internet, creatives struggled to have their artistry put to the test. Previously, thoughtful decisions had to go into choosing what content would be put on a flyer, printed in the newspaper, run on radio or tv commercials, etc.

The reason was cost. It was expensive and sometimes risky to put a large portion of a marketing budget into a campaign or even a magazine ad. Creative departments, agencies and even freelancers would put together multiple ideas and present to decision makers. These were scrutinized and evaluated and what often times happened was that the idea that would appeal to the larger audience would be selected, even if it was bland as vanilla.

No More Excuses for Marketing

To say that marketing is in the middle of dramatic changes is an understatement. The opportunities for placement of messaging online is increasing exponentially. It does not matter if you have written words, images, video or audio. Platforms have developed audiences that can access your information when they want and as often as they like.

This is far different than trying to squeeze your radio ad into the morning drive time because that is when most people were listening. Online access has brought convenience to entertainment and learning. because of this, the audience is in charge of what information they want to engage and when.

Cost and Niche have Changed Marketing Forever

There no no longer any barriers to your audience. The cost of digital marketing is not only affordable, but allows for micro-testing . What this means is that if you have a bunch of ideas and don’t know which one is most appealing to your audience, there is no longer a need to have a bottleneck in the process allowing one person or a team guessing which one will be best. You can put it all online and see how the market reacts.

As long as it is in line with your Brand, there should be no hesitation to put it online. In some cases you may even want to put a few ad dollars behind some to test. This allows the market to decide and allows for real data rather than guesses from seasoned professionals.

For all of you creatives that have in the past complained that your best ideas never got a chance, it is now time to prove it.

Too Much Is Not Enough

The thing about online marketing is that the internet can take as much as you can give. Even if you have a small business with a website of 10 pages, write 100 more. If you have a YouTube Channel with 3 videos, create one a day for the next year. If you think a Facebook post once a week is sufficient, post 10 times a day.

If you are putting out a quality message consistently, then do not hesitate to put out a lot of it.If you are active yourself on social media, then I am willing to bet there are one or two accounts you like that you sometimes think, “I wish they would post more often”. What usually happens is you end up finding other account that are similar.

Whether you are a marketing geek like me, you love fishing, can’t get enough pictures of monster trucks, are a foodie, or whatever you have a passion for… there is no reason not to produce much more. I promise, the algorithms on these platforms will not allow you to overwhelm anyone.