Gone are the days when all advertising exposure must be purchased. Many progressive marketers have found great success spreading their message across new mediums.

And I am not necessarily talking about creating a viral video. Success can be had by reaching 1,000 targeted customers, as opposed to 1,000,000 random web surfers.

Here are a few examples of how reaching a targeted audience has evolved:

OLD IDEA: Buy a magazine ad.
NEW IDEA: Write your own magazine that your existing and potential customers will find interesting.

OLD IDEA: Take out a series of radio ads.
NEW IDEA: Start a podcast on subjects related to your business and make it interesting enough that people will find value in paying attention.

OLD IDEA: Take out a series of television ads.
NEW IDEA: Start your own television channel on YouTube and connect with other users who will help you promote your channel.

OLD IDEA: Purchase banner ads online.
NEW IDEA: Create a Facebook application that brings value to your potential customer base.

Later, I’ll discuss the factors that I believe determine whether an online media campaign will be successful or not.