2. The ideas in this presentation are taken from an article by Bob Garfield which appeared in Adage.com in April 2005
3. The conventional advertising model: Advertiser Media Agency Customer Focus on: Customer Satisfaction Customer Delight Customer Value Focus on: Customer Buying Behaviour Customer Motivations Messages Proposition Focus on: Customer Targeting Coverage Content
4. The emerging model: Customer Advertiser Exchange Value: Customer Needs Information Interrogation
5. The emerging model: Customer Advertiser Media Exchange Value: Customer Needs Information Interrogation Exchange Value: Entertain Inform Educate Access on demand
6. The emerging model: Customer Advertiser Media Network Groups Exchange Value: Customer Needs Information Interrogation Exchange Value: Entertain Inform Educate Access on demand Exchange Value: Information Opinions Experience
7. The emerging model: Customer Advertiser Media Network Groups Agency Exchange Value: Customer Needs Information Interrogation Exchange Value: Entertain Inform Educate Access on demand Exchange Value: Information Opinions Experience Exchange Value: ??????????
8. US network TV audiences are declining by an average of 2% every year (Nielson)
9. The cost of reaching 1,000 households in US TV Prime Time rose from $7.64 in 1994 to $19.85 in 2004
13. Network TV still delivers the largest audiences…. for now TV is …”the last surviving conglomeration of human beings in the living room” - Geoffrey Frost, chief marketing officer of Motorola.
14. Mass marketing via TV is losing cost-effectiveness ” There’s been research that the real cost of obtaining 30 seconds of the consumer’s attention is the same in 2005 as it was before the invention of television.” - Shawn Burns, MD of Wunderman, Paris.
15. Conventional Media: Advertisers are paying more and more for fewer and fewer viewers. But what else can deliver broad-based audiences?
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17. Smaller total audiences = Fragmentation “ Opportunities to have a conversation with small clusters of consumers.”
18. Consumers are no longer passive receivers. Consumers actively seek the content and information they want.
19. Large budget players are on the same playing field as small scale advertisers and content creators: Bloggers, podcasters, vloggers, virals
20. Broadcast TV Mass media Mass marketing Online Micro media Permission marketing
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22. For further information: http://adage.com/adreview/post?article_id=143120 http://www.bobgarfield.net/adAge.php http://www.bobgarfield.net/video.php?video=video2 http://thechaosscenario.magnify.net/ http://adage.com/garfieldtheblog/
