focusthemediamix
Communications planning in the
21st century
How a new approach enables media researchers to involve consumers in forward-
looking media and product thinking. Cate Connolly, Universal McCann, explains
T
HE DIGITAL REVOLUTION has technology that empowers the consumer. Catalyst
not just arrived, it has well and truly During an average week, a typical fre- Social media have in essence become the
settled in. Traditional communica- quent internet user is now more likely to catalyst for a consumer metamorphosis
tions channels have mutated, fragmented be found instant messaging or watching that has resulted in a seismic shift in
and diversified to create a spectrum of online videos than travelling on their power. A new type of consumer has
media experiences that give consumers local bus (1). emerged: one that holds sophisticated
unparal