We’ve started to think of our various digital media investments as ways of aggregating and/or monetizing a digital audience. Obvious, perhaps, but leads us to think about things in new ways.
Consider ecommerce, for example. From the standpoint of audience, ecommerce is a way of attracting an audience by interesting them in buying something. An ecommerce site has, in this way, a lot in common with a content site:
- The research for the purchase is of course, great content in and of itself.
- The merchandising of the purchase, aside from not derailing the transaction, can please and delight the customer as well
- The cross-sell and up-sell options are opportunities to start new cycles of research, merchandising, and purchase
It’s a bit like playing cards for money as opposed to playing cards for fun. The cards pull in the audience, and playing for money makes the cards more exciting.