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4. Product proliferation and availability means more choice for
the buyer……..
Source: Strike up the Brands. McKinsey & Company, December 2003
Source: Darwin Day Conference, Google
1. Product Proliferation
5. Today, media is fragmented
• 13,500 radio stations
(4,400 in 1960)
• 17,300 magazine titles
(8,400 in 1960)
• 82.4 TV channels per home
(5.7 in 1960)
And the Web:
• Millions of sites
• Billions of pages
Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
2. Media Proliferation
6. • Video games
• Email
• XBox LIVE
• Websites
• IM
• Search
• Radio
• DVD
• Ring Tones
• TV
• Blogs
• Magazines
• Satellite Radio
• TiVo (Starhub PVR)
• Video On-Demand
• Newspapers
• Podcasting
• Cell Phone
3. Access Proliferation
Source: Darwin Day Conference, Google
7. Old Media
Mass Media Niche Media
Reach
New Media
Mass Media Niche Media
Reach
Digitization of Media
Source: Darwin Day Conference, Google
8. A radical change has occurred in the
World of advertising and marketing
“
”
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
9. Consumers are not listening anymore
Interruptive marketing has seen it’s day
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
13. As a result
“We are immune to advertising. Just forget it. ”
“You want us to pay? We want you to pay attention. ”
“ The Internet became a place where people could talk to other people
without constraint. Without filters or censorship or official sanction —
and perhaps most significantly, without advertising ”
“Don't talk to us as if you've forgotten how to speak. Don't make us feel
small. Remind us to be larger. Get a little of that human touch. ”
Cluetrain Manifesto
Source: http://www.cluetrain.com
15. Consumers control the online environment so brands need to think
about facilitating user-created actions, not just user-generated
content." Unlike newspapers and TV where the advertisers are
speaking at consumers, the Internet allows for more back and forth
interaction.
Source: http://china.seekingalpha.com/article/30979
“
”
17. The birth of
Generation C
Control
Content
Communicate
Creativity
Channel
Creative Class
Community
Connected
Co-Creators
Cash
Consumer 2.0
Conversation
19. Buys tickets
online
Checks scores
Looks for
information
about Nascar
games
Reads up on
new cd
releases
Reads his friend’s
postings
Gets the latest
updates on
favorite teams
Downloads
Songs
Music Sites
Sports Sites
Blog Sites
Movie Sites
Gaming Sites
Google.com
Searches for
“what’s cool”
Consumer Touch Points
Source: Darwin Day Conference, Google
21. 1979
Usenet
1998 -2004
Blogs
Podcast
Wikis
1995
1st Social
Networking Site
Clasmates.com
1984
Listservs
1988
IRC
1971
Email
Social Media’s Timeline
1991
Personal Web Sites
Discussion Groups
Chat
2005 and beyond>>
Web 2.0 apps and
User-generated content
take over
Source: http://www.prworks.ca/wp-content/socialmedia.ppt
23. Social media describes the online technologies and practices that
people use to share opinions, insights, experiences, and perspectives
with each other (Wikipedia 2007)
What is social media?
27. I post on blogs and BBS because I can
express myself to millions of people at once.
I like the rush, and I feel empowered.
“
”
Source: http://china.seekingalpha.com/article/30979
28. I believe the bloggers and their ideas.
They are my friends and will tell me the truth, unlike
advertisements.
“
”
Source: http://china.seekingalpha.com/article/30979
32. The Evolution
BROADCAST
“We tell you”
Passive readers/audience
Newspaper
Magazines
TV
$
$
$
Big media
buys for
display
advertising
Examples: The New York Times, CNN
Publisher/broadcaster
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
33. INTERACTIVE
“Tell us what you think of what we tell you”
Passive readers/audience
Newspaper
Magazines
Web Video
$Big media buys for
display advertising
in heavily
trafficked site
Forums
Comments
Ratings
Smaller, targeted
media buys for
contextual
advertising in
less trafficked
parts of the site
The Evolution
Examples: nytimes.com, cnn.com
Publisher/broadcaster
$
$
$
$
$
$
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
34. The Evolution
Social Media
“Tell each other”
Passive readers/audience
$
$
$
Smaller,
targeted
media buys
for
contextual
advertising
Examples: Wikipedia, Slashdot, Ohmynews
$
$
$
Revenue Share
Payforless
$
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
Co-creators
Collaborative
Publications
35. Engagement is all about
making it relevant to the consumer.“ ”James Speros, Chief marketing officer, Ernst & Young
36. People read particular magazines because of
the life stages and events which currently
involve them: from teenager to golfer, from
having a baby to coping with retirement.
“
”Source: Henley Centre, Delivering Engagement 2004
37. The editorial/reader relationship is a one-to-one
conversation, and in time it creates a bond of
trust, of belief, expectation and empathy. It is
through the quality of this relationship that an
aperture or opening to the reader’s mind and
heart is created, through which we advertisers
can establish communication.
“
”Advertiser with Readers’ Digest
39. Different levels of engagement
Identification
Most basic level of
engagement
Having sense of shared values
and common experience,
Belonging
People who are passionate
enough to devote lot of time
and/ or money
Commitment
Source: The Henley Centre/ Redwood 2003
41. Summary
a) Media Landscape:
- Advertising Environment
- Marketing Environment
- Long Tail
b) The Consumer:
- Generation C
- Consumer Today
- Consumer Touch Points
c) Social Media:
- Timeline
- Social Media Trend
- Social Media
- Word of Mouth
- Digital Experiences
d) Engagement
- Trust
Area of Research
43. Why am I interested?
Hype
Understanding, turning it to a power tool
Future of Advertising
44. Research Questions
(1) How can the effectiveness of the advertising budget in traditional media be held
accountable?
(2) What tools can be developed to assess the expenditure of monies in the new digital media?
(3) How can the effectiveness of internet creative messages be evaluated empirically?
(4) What elements are necessary for online media planning to be successful?
(5) How can interactive and traditional advertising agencies get together to do better work in
the future?
(6) How can the outcomes of traditional consumer behavior research be applied in the new
digital world?
(7) What non-traditional methodologies might be useful in addressing the concerns of the new
digital world?