| Harvard Business Review
How to Profit from 'Lean Advertising'
This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which companies can execute marketing with low budgets by (1) creating content themselves, (2) distributing content themselves (e.g., inbound marketing), (3) outsourcing content creation (e.g., via crowdsourcing) or (4) outsourcing content distribution (e.g., viral marketing). Benefits and challenges of these four approaches are discussed and their costs are compared to that of traditional mass media using ad agency content creation.
Keywords: viral advertising;