Google Tech Talk with Gerd Leonhard: The Future Of Media, Advertising, Branding and Communications
by Gerd Leonhard on Aug 13, 2008
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The Media Industry is in total upheaval due to the Internet - it took a lot longer than anticipated but it's now even more disruptive than we ever imagined. New and rapidly emerging cultural practices ...
The Media Industry is in total upheaval due to the Internet - it took a lot longer than anticipated but it's now even more disruptive than we ever imagined. New and rapidly emerging cultural practices fueled by technology are erupting all around us: creators and users are both going direct (and overlap, too!), 'Feels like Free' has become the standard for music and video, complete fragmentation of audiences threatens many incumbent media business models, and Search now is Media. And finally, the Social Web may be alleviating the need for advertising as we knew it: brands can now pull the people formerly known as consumers with ads that are or feel like content, 'meet' and befriend users directly and engage them rather than enrage them with meaningless banners or TV spots. What would a web-native media ecosystem look like, and what will this mean for Marketing, Branding and Advertising? In a world where listening to / watching anything equals copying, downloading or receiving content, where access replaces ownership, how will content creators generate revenues? Is 'Control' over media needed in order to monetize it, and if not, what are the alternatives? Will everything be free, wholly supported by Advertising and Up-selling? Video: http://www.youtube.com/watch?v=aUrj7CJ0CUs
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Karim Benjelloun
3 years ago Reply