Hardcover: 240 pages
Publisher: Wiley; 1 edition (January 24, 2012)
Product Dimensions: 6.3 x 0.9 x 9.3 inches
Shipping Weight: 14.4 ounces (View shipping rates and policies)
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Prior to launching Domino Theory: Smarter Business Communications, I spent 10 years in B2B marketing publishing trade media (and 15+ in consumer marketing and media before that). Long before anyone had heard of social networks, inbound marketing, or social marketing many of my days were spent convincing marketers that their advertising dollars were best spent reaching the audiences we delivered. Year after year, because we had the leading media brands in our space, these marketers were generally in agreement that our magazines, web sites, newsletters, and conferences were the right places to promote their messages and products.In 2008 things started to change. In October, when the markets crashed, ad spending all but stopped. As the markets found their equilibrium, we business publishers found ourselves in a new world. Ad dollars were not returning to the market. As we probed and did research, we found that dollars once dedicated to ad spending were being spent instead on web development and other marketing efforts that did not require our media partnership.During the next couple of years it became increasingly clear that while manufacturers told us they value our trade magazines, web sites, newsletters, etc., they were finding that their businesses continued to thrive despite their reduced ad spend. What had changed?What had changed was that manufacturers had found that through their email marketing and web initiatives they were able to create their own communication channels. Where they previously needed trade media to deliver eyeballs, they were now able to generate an audience on their own. Fast-forward to 2012 and this trend is still accelerating.
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