3 big trends changing media

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3 big trends changing media

  1. 1. three big trends changing media aka: things are changing again. gary stein, October 2010 [@garyst3in]Friday, October 8, 2010
  2. 2. changes in media technology means changes in skill sets for communications professionals.Friday, October 8, 2010
  3. 3. but the most significant change in media has not been hardware, but in defining conceptFriday, October 8, 2010
  4. 4. for a long time, engineers created, controlled and operated expensive and technically complex broadcast technology. If you wanted to use that technology to get a message out, you need to go to them and pay for access.Friday, October 8, 2010
  5. 5. today, engineers create platforms upon which personal networks are built. If you want access to these new networks, you still have to go to the people who own them. But these people are just people. They are your consumers.Friday, October 8, 2010
  6. 6. to succeed in a world where networks are not run by a minority with ownership and expertise but a mass withpersonal connections, you need to develop a different skill set and a different approach to achieving mass marketing.Friday, October 8, 2010
  7. 7. 1 2 3 there are three big trends in media today. understanding those trends unlocks the ways in which communications professionals need to change to take advantage of this new media landscapeFriday, October 8, 2010
  8. 8. 1 TREND: ads that sell relationships (not products) The emerging advertising platforms have introduced a new step in the common sales cycle. Where we normally thought ofadvertisements as a way to sell products, we are seeing a dramatic increase in ad units and models designed to sell relationships. Consider Twitter. They have introduced a series of new options for advertisers, but really they are only ways to advertise either aconversation (like promoted tweets) or a Twitter handle (featured accounts). This is way different from what we have come to know and expect from companies like Twitter. We all expected them to offer something similar to AdWords where offers for relevant products are placed next to content. No products offered here; we are selling the chance to have a relationship.Friday, October 8, 2010
  9. 9. 2 TREND: people as network hubs The concept of a network is critical to the practice of advertising. In order to achieve our goals in a fiscally responsible way, we need efficient methods of distributing messages to masses. Networks allow us to traffic content to a single place and have it broadcast. For a long time, those networks were under the control of the people who put out the effort to build (and therefore own) the technology. Today, those builders are more focused on creating and owning platforms. Yes, you can call Facebook and place an ad,but those ads are only designed to connect to a person, who then distributes it to their network of friends. The big shift in media here is that we need to target people not only as potential customers, but also as potential distributors.Friday, October 8, 2010
  10. 10. 3 TREND: the mobility of contentThe biggest anachronism in media/technology today is the phrase “digital living room”. Some of the biggest companies in the world have been arguing over who is going to own the digital living room, and it ends up that the concept of the “living room”—the singlespace where content is consumed—has all but evaporated. We cling to the notion that the family gathers in a common space and all watches the movie of the week, but the prevalence of technology to display content coupled with the pervasiveness of digital signals means that anyone watches/listens/plays whatever, where ever and whenever.Friday, October 8, 2010
  11. 11. in the end, though, these trends are really just about people— your consumers—using the technology available to them to shape the media landscape in a way that fits their needs.your consumers are already living in a new media landscape. It’s up to you to meet them there.Friday, October 8, 2010
  12. 12. thanks! the ideas and some of the text in this presentation originally appeared in an article on ClickZ created by Gary Stein follow me: @garyst3inFriday, October 8, 2010

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