My AVID Design colleague Andy Darnell (who also contributes to this blog) recently sent me a compelling blog by Seth Godin: “The Platform vs. the Eyeballs.”
Godin offers a very interesting perspective on something that most healthcare marketers probably already realize: With the radical shifts in marketing (especially with online media), marketers no longer temporarily rent audiences, but they build them for long-term relationships—primarily because they can now control and own the platforms on which their audiences are assembled.
OK, that’s a very concise and accurate perspective, as are some of the other ideas that he presents in the blog.
However, where Godin misses the mark is by making an implied assertion that seriously conflicts with our philosophy about interactive marketing, and it rings true whether you are in healthcare or not: Do not abandon traditional marketing techniques. For example, Godin suggests transferring one’s budget for a Yellow Pages ad into a budget for an online platform.
As a company that relies on Website design, SEO and other online services to make its bread and butter, we are certainly not going to disagree with anybody that makes a case for embracing online marketing.
However, we also believe that having a diverse and integrated marketing strategy—which yes, includes old school techniques like billboards, print, radio and TV, etc.—still has utility in contemporary marketing.
When used in conjunction online marketing techniques, not only can a marketer access audiences that are not on a “platform” that they can control, but they can possibly encourage that audience to explore the new media platform that a marketer can control.
Does your hospital have a trusted and reliable partner to build, manage and plan your online marketing strategies? AVID Design offers free assessments for Websites, content, strategy and more.
My AVID Design colleague Andy Darnell (who also contributes to this blog) recently sent me a compelling blog by Seth Godin: “The Platform vs. the Eyeballs.”
Godin offers a very interesting perspective on something that most healthcare marketers probably already realize: With the radical shifts in marketing (especially with online media), marketers no longer temporarily rent audiences, but they build them for long-term relationships—primarily because they can now control and own the platforms on which their audiences are assembled.
OK, that’s a very concise and accurate perspective, as are some of the other ideas that he presents in the blog.
However, where Godin misses the mark is by making an implied assertion that seriously conflicts with our philosophy about interactive marketing, and it rings true whether you are in healthcare or not: Do not abandon traditional marketing techniques. For example, Godin suggests transferring one’s budget for a Yellow Pages ad into a budget for an online platform.
As a company that relies on Website design, SEO and other online services to make its bread and butter, we are certainly not going to disagree with anybody that makes a case for embracing online marketing.
However, we also believe that having a diverse and integrated marketing strategy—which yes, includes old school techniques like billboards, print, radio and TV, etc.—still has utility in contemporary marketing.
When used in conjunction online marketing techniques, not only can a marketer access audiences that are not on a “platform” that they can control, but they can possibly encourage that audience to explore the new media platform that a marketer can control.
Does your hospital have a trusted and reliable partner to build, manage and plan your online marketing strategies? AVID Design offers free assessments for Websites, content, strategy and more.
Derek Rudnak | Communications Specialist | AVID Design
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on Friday, September 25th, 2009 at 2:24 pm and is filed under Computers & Technology, Industry Trends, Marketing, Pop Culture, Things 'n' Stuff.
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