Repurposing Content

Here's the working hypothesis ... I believe that transactions that used to reside in Direct Response are leaking out into Customer Media Marketing, lowering response in Direct Response while also increasing costs as Direct Response customers "try harder" and compete with each other.

One of the first steps you'll see businesses take is what I call "repurposing". Head out to YouTube and you'll see Progressive doing a full-on "repurposing" job (click here). Repurposing isn't terribly effective, of course ... they have tens of thousands of people watching the commercials online ... who knows how many 64 year olds are forced to watch the commercials on television ... maybe a half-million to a million per day? Don't know.

Customer Media Marketing starts online ... that's the trunk of the tree ... branching out from there. Repurposing content is a good first start. It's not likely to work. And when it doesn't work you'll remind me that the discipline doesn't work. It does work if it isn't an afterthought.