Media earner, a new concept

Once again, we face change. I cannot explain clearly why we are entering an interactive advertising era. In other industries, we can find a good and satisfying way. I think the changes that have taken place today are mainly from the media world, which is the core of the advertising industry. The media, of course, is a channel system in which we transmit information and users receive information. If the advertisement is a picture, the media is the canvas.

In the last century, we worked effectively on this canvas by adjusting the online or offline network. The network is composed of the same nodes, which can be spread to other places quickly and effectively when the information is in one place.

Retrospectively, the initial modernization of the network came about a century ago from the At&t laboratory. At&t and other companies compete fiercely to gain control over broadcast transmission. At that time, broadcast information was transmitted only 10 miles. In order to solve this problem, engineers and technicians have developed larger antennas. This practice proved to be less successful. However, At&t is starting to try another method. They found that a base station installed an antenna and sent a signal of 10 miles, which could be called from another base station. 10 miles away, but with the same content. The base station can spread content through an antenna, call another base station, and spread 10 of miles. In this way, you can connect to the whole country and propagate the same content based on the connection. If you are an advertiser, you may be able to disseminate information in this content platform, and soon, people around the world will hear your message. It was a great idea that lasted until Zuckerberg entered college.

You can advertise on Facebook, but the results are not ideal. You can place the brand on the right side of the page, but you have to share it with all the products that are better suited for commercials on evening TV.

This is because ads on Facebook or federated media, MySpace, or YouTube are not the same as those advertised in traditional media. In fact, the biggest task for media buyers is to have large-scale conversions. If you take advantage of the advantages of new media and interact with consumers, you will receive a more authentic and interesting spread effect.

In view of this, I think we should redefine the concept of the media purchaser and push it into a new position, which we call "media earners". The reason is simple: in the new online world, you will not buy the results of the media, you are making money. The process of making money is completely different from the process of buying.

If I were to describe the work of a media earner, I would describe it as follows:

--understand and know the fact that consumers are completely in control of the social media world and try to use these services to spread lost information.

-have extensive experience with customers to face the traffic, can respond to user questions, suggestions and opinions.

-be able to conduct in-depth research to find out where the brand communication takes place.

-there is a willingness to add value to the brand's communication.

• The ability to conduct in-depth assessments of the actions taken to determine the quantity and value of the media that can make money.

-At the same time, Twitter, Facebook, MySpace, Ballhype, Flickr, Blogger, World Warcraft, YouTube, Vimeo, Digg, delicious, Reddit, MetaFilter, Last.fm and Bebo to create accounts.

The concept of money-making media is not something new. For years, the PR department has been studying this. The difference is that media earners work in the advertising agency's media sector, in contrast to media buyers, to implement decisions made by media strategists. Make money in the media and let people talk about your brand, which should be part of the day-to-day practice of marketing products.