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Bloglumn: Narrowcasting
While broadcasting refers to the distribution of audio and video signals to a large group, narrowcasting appeals to audiences with special interests, making it an ideal business model for in-store marketing.
Innovative concepts try to appeal to target groups in a functional way. This outdoor shopping cart docking station for example, provides customers convenience and advertising opportunities.  Once customers are in, in-store marketing becomes important. Providing visual information in a way that is entertaining to its viewers definitely has added value. Wouldn't it be great to experience products before purchasing? The Internet uses both the broadcast and narrowcast model. Most websites use a broadcast model (accessible to everyone with Internet connection), but when you have to log-in before viewing content, it's basically a narrowcast model. Other forms of narrowcasting: cable television (TV signals are sent only to homes that have subscribed to the cable service), e-mail lists (messages are sent only to individuals who subscribe to the list) and various push technologies.  A narrowcasting program or channel may emphasize one subject or a few closely related subjects: segmenting similar programs that appeal to specific groups into adjacent time slots is crucial. This strategy enables to reach the overall mass audience cumulatively rather than simultaneously.  Web marketer Larry Bodine believes blogs are also well suited to implement this strategy: "If you fail to set up a blog on your special topic, someone else will claim it before you do. The attention and traffic goes to the early adopters, not the layers who wait to decide to join the trend a year later. You'll be missing out on the hottest new trend on the Internet."So how does in this context our on demand future looks like? Well, think about watching exclusive commercials at McDonalds while ordering a Big Mac, giving you the opportunity to download J.Lo's latest hit at iTunes, buy tickets for Beyonce's next concert and see a soccer glamour movie featuring David Beckham. Okay, we'll see about that!  E. F. Fonkstra |
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posted by BlogFonk: Friday, March 18, 2005 [#]