The
current business landscape is full of potentials and massive business
opportunities in the field of digital advertisement. However, the
sector is also not with barriers. A massive competition in the field
is due to low or no entry barriers. This has brought many small
players in the industry along with mid-level and big agencies that
are already beginning to disrupt the industry. Apart from creating a
highly unorganized sector, a massive number of agencies is the reason
of declining ad revenue. The biggest online publishers,
on the other hand, trying to bring up new innovations which are
incurring further disruptions in the industry.
Inefficiency
in content creation is where the smaller startups are struck. The
startups are with small teams which are efficient in delivering good
output. However, in content creation consists of teamwork and it
requires considerable time. Hiring freelancers do not work out
efficiently as the workforce becomes distributed leading to lags in
operations. Apart from this, there are multiple administrative issues
that small publishers have to deal with. In integrated CMS which is
robust and scalable can bring better results, but it is itself a huge
cost factor.
Even
large publishers lag behind in managing content in an effective way.
There are multiple content distribution channels in the industry and
social media have just added a massive unit into the bandwagon. It is
a versatile scope with massive opportunities for wide publicity.
Social media management is growing as a separate branch and
publishers need to use the tool effectively.
The
key to success from social media is to customize the contents for
each channel and optimize it with a objective. Content in social
media should be always customized according to the platform. Hence,
content should not be created with an one size fits all approach.
However, using social media channels has another issue. It is quite
complicated and tough to measure the business returns out of social
media campaigns.
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