Kent
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Transcript of Kent
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
Tectonic Shifts
Traditional Media Digital Media
Traditional Media Digital Media
TV IPTV
Radio Digital Radio
Billboards Digital POS
Traditional Media Digital Media
US $455b US $55b6% 23%
Source: IBM, “Navigating the Media Divide” Study
Traditional Media Digital Media
?
The Cross-Over Point
Traditional Media Digital Media
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.
digital will
predominate
Traditional Marketing
DigiMarketing
From “New Media” to the New Mass Media (of One) 01
0.9 b PC users 1.3 b internet users1.3 b landline phones1.4 b credit cards1.5 b email boxes (0.8b) 1.5 b TVs1.8 b active sms users3. 0b mobile phone subscribers
Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
Worldwide Today
New Media Barons
(cc) Lynette Webb, 2006
Yuan Shiao Nan
- 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
From Targets to Participants02
Marketing Algorithm of Reach/Frequency
Engagement Metrics & Planning
From Mass to Personalization(and the Privacy Paradox) 03
New RestrictionsUnprecedented Access
Access and Restriction
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.”
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”
September 12 2007: September 12 2007:
Why personalize?
80%want it
Up to
58%will paymore attention if they get it!
From Selling to Serving04
From Impressions to New Connections05
QR Codes
Each one of these MOBICODES link to a specific mobile site.
Quick Response (QR) Code for North West Airlines
QR-Codes - MAGGI On-pack Communication
Outside PackageOutside Package
Inside PackageInside Package
11stst weekweek 22ndnd weekweek 33rdrd weekweek
Outside Code to introduce MAGGI Recipe
From Old to New “Physics” of Marketing06
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
Content User Generated
Leverage Impacted of Viral
Viral video
• Seen by and estimated 500MM people globally
• Equivalent value of $150MM+ in media
X
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