Subscribe
for just...
plus
Just like every other part of the Media, the world of advertising has changed dramatically over recent years. But brands (and publishers) are still approaching it from the old ways. While most are embracing newer digital channels, they are still benefitting from them due to their older focus.
The shift is not really about the formats or the platforms. Instead, it's about how we connect with people, and how that changes they way ads are targeted.
So, let's forget about the digital channels for a moment and just look at how brands traditionally approached advertising in the disconnected world.
The traditional model for advertising was limited by the disconnect that existed between the brands doing the advertising, and the channels that people use. The first limitation being where a product is sold.
In the traditional world, your product would be sold in your stores, but advertising would happen in magazines, newspapers, on billboards and other places. All of which are far away from your actual point of sales.
This limitation, in itself, is responsible for how most companies are structured, with separate Marketing and Sales divisions. They are separate because a brand's marketing is happening at a different place and time from your sales. This has led to a focus in which the Marketing department would discourage the direct connection to a sale, and focus more on image campaigns.
We often hear marketing people say "you should never try to sell your products in an ad."
It didn't just affect marketing itself, but also how it was measured. Metrics like retention and brand value are often at the top of the list, while real-world-sales metrics were kept away from them, with the unfortunate result of analytics and KPIs being downplayed and even frowned upon, because they were 'distracting'.
However, in the connected world, our point of sale is the same place as our point of influence. When you post about a new product on Facebook that links directly to your webshop, your interaction with your customers are essentially like having them inside your store.
Register to try out Baekdal Plus completely for free for one week.
Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.
As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.
Yes, of course, please write to plus@baekdal.com and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.
Yes, please write to plus@baekdal.com for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).
Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
What are the factors that define advertising.
Free for subscribers
...or full access for $12
The people in charge of buying ad space needs the ads to work.
Free for subscribers
...or full access for $12
The rising inflation and energy costs demands more of publishers.
Free for subscribers
...or full access for $12
Journalism is a vital part of society, but not all forms of news should be considered journalism
Free for subscribers
...or full access for $12
Being relevant to young people is about much more than just TikTok.
Free for subscribers
...or full access for $12
We had the money, the technology, and the infrastructure ... but not the will.
Free for subscribers
...or full access for $12
Publishers are frustrated by brands cutting advertising next to war coverage.
Free for subscribers
...or full access for $12
Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé
plus
plus
plus
plus
plus
plus