The document discusses how digital media is surpassing traditional media, with digital expected to grow much more over the next 10 years. It notes that General Motors is shifting half its advertising budget to digital. Several statistics are given on the rise of digital/internet users and decline of traditional media spend. The rest of the document discusses how this shift requires moving from mass marketing to personalized marketing using new digital techniques and addressing individuals.
2. From “Perpetual (Digital) Revolution”
Together, hardware and software will be the
catalyst for advances during the next 10 years
that will far exceed changes of the last 30 years.
Mr. Bill Gates, AWSJ, January 25, 2008
11. Why GM Gambled $1.5B On Digital
Over the next three years, General Motors will shift half
of its advertising budget to digital. Will that be enough to
get the automobile manufacturer in gear?
Michael Estrin is associate editor at iMediaConnection.
15. 0.9 b PC users
1.3 b internet users
1.3 b landline phones
1.4 b credit cards
1.5 b email boxes (0.8b)
1.5 b TVs
1.8 b active sms users
3. 0b mobile phone subscribers
Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
Worldwide Today
24. - Unique address
- Individual user behavior
- Personal settings & preferences
- Two-way – individual direct response
Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
Mass Media of One (Addressability)
- Contextual content
34. Tim Berners-Lee, BBC Interview, March 18, 2008:
On personal data:
“It’s mine – you can’t have it. If you want to use it for
something, then you have to negotiate with me. I have to
agree. I have to understand what I’m getting in return.”
35. August 4, 2006:
AOL released search records of 650,000
users over a 3-month period, 20 m searches
August 7, 2006:
they removed the file from their site
August 9, 2006:
New York Times identified & interviewed #4417749
August 22, 2006:
AOL Chief Tech Officer & 2 others “left”
49. A MAJOR MEDIA REVOLUTION HAS JUST OCCURRED…
Consumers Spent More to Reach Media Than Marketers Spent to Reach
Them. For years, the consumer went along with a model of intrusion
perpetuated by the networks, advertisers and ad agencies…
The consumer has decided to take over…
Consumers are willing to pay for personalized information and entertainment
that fits their interests.
August 23, 2004
