Looking Ahead

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Looking Ahead

  1. 1. Changes to Mass Media:
  2. 2. The Long Tail Media is increasingly fragmented Today even the top rated TV show - CSI - is only watched by 15% of TV Households. Those kinds of numbers wouldn't have put it in the top 10 in the 1970s Chris Anderson, The Long Tail
  3. 3. They don’t care what companies have to say or sell
  4. 4. Because the majority of buying decisions we make is through word of mouth
  5. 5. Whiter, Brighter, Faster, New and Improved
  6. 6. Ad Skipping This ad skipping and on demand viewing could cost the TV industry $27 billion in lost ad revenue over the next five years. Accenture
  7. 7. Ad Skipping
  8. 8. Numbers in the major US Cities are higher: Dallas, Texas 26.5% Los Angeles 25.9% San Francisco 23.5% Washington 23.0% New York 18.3% All of the top 10 TV markets in the US have a higher share than the rest of the country.
  9. 9. From Nielson • -The Office (NBC) DVR viewers (in millions): 2.41 Total viewers (in millions): 10.8 Percent DVR: 22.2% • ...which is another way of saying that a minimum of 2.41 million viewers watched ZERO commercials.
  10. 10. Advertising message aren’t getting through as they used to
  11. 11. • Broadband is bringing the web to users faster than ever!  Broadband penetration in Canada is 87% • RSS is bringing the web to users through subscription (push rather than pull content • “Take-out” Technology  Technology has become available quick and cheap to the masses
  12. 12. Age 18-44 85% Income $86,000+ 88% Education Post-secondary education 80% Statistics Canada 2006
  13. 13. Ipsos Reid 2005
  14. 14. Ipsos Read 2006
  15. 15. J.C Williams
  16. 16. • 2004 $28,319 • 2006 $49,916 Statistics Canada 2006
  17. 17. • User Initiated Dialogue • User in Control • Immediate, Interactive, Informal • Data Driven • Rapidly Becoming Pervasive • Measurable
  18. 18. • They are Empowered o Wikipedia, tripadvisor.com, engadget.com – “…here is what I think…” o DIY – do it yourself • They are Involved/Engaged o Loyalty is genuine and the potential for “brand love” has arrived • They are Opinionated and dying to share! o blogs, reviews, comments, ratings, tagging • They are Busy o Convenience, Help, Speed and Organization are mandatory • They are looking for Quality– it has become the cost of entry. Remarkable gets noticed. Slide thanks to Urbanmoms.ca
  19. 19. • Blogs • Podcasts • Social Networks • File-sharing • Microblogs And more…
  20. 20. • It's a participation medium • it's a well-heeled • it spreads by word of mouth and word of mouse influence • it's low investment • it provides a balance of transparency and privacy • it's measurable • it allows for dynamic content • it integrates well • it's currently underleveraged by brands • it smartly promotes
  21. 21. 37% of Canadians have Visited a Social Network, 29% have set up a Profile Ipsos (www.marketingcharts.com)
  22. 22. Social Networks 63% of 18-34 year olds have visited a Social Network, 55% have placed a personal profile on at least one. Ipsos (www.marketingcharts.com)
  23. 23. 18 million in the US (1 in every 18 people) , Over 7 million people in Canada (1 in 5 people), 5 million people in UK (1 in every 12 people) have a Facebook profile Buzz Canuck: Facebook Garage 2007 Toronto
  24. 24. • As of December 2007 Toronto hit the 1 million mark in Facebook membership • New York City has 607,000
  25. 25. Word of Mouth
  26. 26. To What Extent Do You Trust the Following Forms of Advertising? Recommendations from consumers 78% Newspapers 63% Consumer opinions posted online 61% Brand websites 60% Television 56% Magazines 56% Radio 54% Brand sponsorships 49% Email I signed up for 49% Nielson Oct. 2007
  27. 27. Previous experiences with the same brand/company 31% Word-of-Mouth 28% Brand Name/Reputation 26% Searching the Internet 25% Conventional Advertising 23% Source: AC Nielson Nov. 2006
  28. 28. Brand Democracy The idea of brand democratization is that the power of the people directs much of what happens to brands. What the public says about them is what they will become. Simply put, perception becomes reality.
  29. 29. • Media is increasingly fragmented • We are finding new ways to connect • Consumers are empowered and creating their own brand messages • We must be aware of these changes and adapt our messages and media

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