Professional and B2B service marketers are challenged by dramatic shifts underway in what used to be a fairly well-defined audience: editors and journalists in "the media." Here's a good blog post about this issue.
Many of the publications we used to know so well are struggling with an out-of-date economic model. Some have simply gone out of business. And news aggregators are disrupting many familiar publishing channels that used to cater to our highly targeted audiences.
These are list management challenges that marketers can overcome. But the biggest question I'm hearing from seasoned PSF and B2B marketers is: "How do we build relationships with members of the new media?" Their comments and questions fall into a few areas:
- Generational issues: "They are so young! We can't relate to them."
- Relationship issues: "How can we build relationships with them? We can't even find them!"
- Shallow experience: "They don't know anything about our industry! Who's going to educate them so they can communicate intelligently about us? (We used to depend on the publications' senior editors to do this.)"
- Ethics: "They have no ethical standards upon which we can depend. How can we protect our firm's reputation?"
PSFs and B2Bs who are determined to compete effectively will find a way to get beyond these barriers.
What's your firm doing to work with people in the new media?