Keeping Pace with the Velocity of Change
How much time do you set aside each week to increase knowledge? What percentage of that time is used to experiment - where failing is most probable and going through the motion of anything is a learning experience?
Musicians know. The serious ones spend hours, months over the course of their careers just putting notes together. Organizing a noise with no particular objective is what usually delivers a song.
Advanced radio broadcasters do, too. The internet offers hundreds of ways - and that's being conservative - to create programming. Each needs to be studied first, to learn, before experimenting. Think of time spent with social media. What you do once you learn makes your station "different" from what others are doing.
The common elements to both of the above are the time and a desire to change. How much of each do you have?
You don't need to know all of how Google Play, Apple's Beats Music, and dozens of podcasting or streaming companies operate. You do, though, need to understand how they affect your options. To do business online you are required to have an understanding on how various devices affect a user's online habits. You also need basic knowledge of the following, regardless of your own niche of expertise:
Subscription-Based Data Gathering
Search Engine Keyword Ad Buying
Search Engine Content Advertising Networks
Local Search Marketing
Internet Advertising Standards
Online Payment Systems
Web Site Analytics
Online Ad Networks
Internet Radio Networks
Internet Radio Advertising Sales
Radio Advertising Insertion into Streams
Synchronized Audio/Video Ad Insertion
Customer Relationship Management Programs
(The above is not a complete list.)
Those just stepping into online marketing of music or audio programming today must firmly grasp this: With the velocity of change, don't learn and you'll burn.
Tuesday, May 12, 2015