As often happens when markets get more crowded and more sophisticated, some people win and some people lose. Because with more opportunity, comes more competition.
And competition has never been fiercer on all the
major online platforms — especially Google, Facebook and Instagram.
Ask anyone who runs a Facebook ad agency and
they’ll tell you that it’s getting harder and harder to get a significant
return on ad spend (ROAS). I often tell my students that they need to be
prepared to blow at least $10K on Facebook ads (if not a whole lot more) before
they see any real return.
The same goes for getting listed on the first page
of Google or getting views, clicks and comments on social media…
While it IS still possible, it’s harder and harder
to “get lucky” on talent and charisma alone. You have to develop a highly
specialized skill set and give each platform what its specific algorithm wants.
Which means that, with some notable exceptions, the
businesses and individuals with deeper pockets, deeper connections or deeper
marketing chops are winning the internet… and the middle is dropping out.
The big players are either getting bigger or
stepping off the field as savvy new competitors leap onto the bench to take
their place. So don’t despair — if you’re reading this article — you still have
the opportunity to get on the bench if you’re willing to learn the skills you
need to succeed online — not just through talent and charisma, but through
smarts and savvy.
No comments:
Post a Comment