Audience Size really matters?
There has been a hot discussion going on in the web community regarding the audience size and its importance in determining the success of the site.
The discussion started with Robert Scoble stating that audience size doesn’t really mater and what matters is the quality of the audience and their level of engagement to your content. Also, he mentioned that advertisers do focus more about:
- Unique content
- Audience Engagement
- Making sound
- Type of audience
- and more!
I could not agree more, but saying that "size doesn’t matter in all cases" is totally non-sense! I mean, come and think about it: What really drives a website to success is traffic.. traffic what really brings advertisments at the first place… and honestly, advertisers could care less if your audience from upper class or VCs…
Just like with Old Media, major advrtising agencies know this, and only care about one thing: ROI. What is the return on the investing dollar? How many dollars do I have to spend advertising TV-Shows, watches, or whatever before someone in the audience buys them?
And like what Mark Hopkins from Mashable said: Example, look to marketing using Google’s AdWords program. With AdWords, there is very little communication and engagement happening between the marketer and the user, or even the content being served and the user. I type what I want in the search box, Google gives it to me. Sometimes, I see things on the ad strip that compel me to click, sometimes I don’t.
To the advertiser, though, it’s all about ROI and raw numbers. If the copy works to convert a reader into a buyer, then the advertiser will crank up the number of advertisements run to as much as he can afford.
Sure, engagement in rich media is important, as it creates a better experience overall, and works to increase audience loyalty. By that token, some companies are certainly interested in an engaged audience.
Saying that size doesn’t matter in all cases though is quite plainly wrong.
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