The executive director of the International Newsmedia Marketing Association crafts a very strong post this time on the challenge of understanding the audience.
Earl Wilkinson has some fun identifying the historical approach --- vague as it was --- and touting the contemporary approach --- precise as it is --- in comprehending who is reading content. What he notes is that the industry's leaders are losing sleep because they can't figure out how to monetize content by weaving together audience and story.
Instead, sites are fetching audiences through sensational headlines to optimizing search engine-driven traffic --- the most significant marketing measure today, he notes.
"Oh, for simpler times," he writes. "Ignorance was bliss."
Earl Wilkinson has some fun identifying the historical approach --- vague as it was --- and touting the contemporary approach --- precise as it is --- in comprehending who is reading content. What he notes is that the industry's leaders are losing sleep because they can't figure out how to monetize content by weaving together audience and story.
Instead, sites are fetching audiences through sensational headlines to optimizing search engine-driven traffic --- the most significant marketing measure today, he notes.
"Oh, for simpler times," he writes. "Ignorance was bliss."
