1. Thank you for the invitation!
Are you nervous, yet?
Copyright 2011 The Marketing Democracy,
Ltd. Copies Strictly Prohibited.

2. Media: From Chaos to Clarity
Five Global Truths That Make Sense of a
Messy Media World©

3. The naysayers want you to believe…
The Sky is Falling!

4. Stories of impending doom make great headlines:
Death to print media!
Death to broadcast media!

5. The naysayers have it all wrong…
The media isn’t ‘dying’; rather the media system has
shifted from a sense of order to disorder.

6. Welcome to Chaos!

7. If you look beneath the surface of the Chaos,
it all starts to make sense…

8. The Five Global Truths
That Make Sense of a Messy Media World
Problem Truth
1. Media Identity Crisis: The media are 1. Convergence: Media are becoming
tripping all over each other! strikingly similar.. it’s all a screen!
2. Winners and Losers: Which media sit at 2. Symbiosis: Media do not compete, they
the top of the food chain? collaborate and reinforce each other.
3. Faulty Wiring: Content doesn’t stay put:. 3. Circuits: Media circuits are now open and
It leaks off and across media. in the hands of engaged consumers.
4. Living Beyond Purpose: Media have 4. Brands: Media must evolve from
outlived their function/utility. functional products to emotional brands.
5. Price/Value: What are we paying for? 5. Economics: Content will become more
How do we define value from the media? valuable than the media, themselves.
Copyright 2011 The Marketing Democracy,
Ltd. Copies Strictly Prohibited.

9. Global Truth #1: Convergence
Media are becoming strikingly similar.
It’s all a screen!

10. The Convergence Paradox:
Lean forward is now lean back!
We no longer talk, we touch!
PC’s will turn your brain to mush!

11. Confused?
Consumers get it.
They call it, “Screen Time.”

12. IMC 3.0
Does your job title and function keep you locked in an
imaginary screen silo? Break free and create
integrated screen messaging strategies, instead!

13. Global Truth #2: symbiosis
Media do not kill each other; they create interesting
relationships aka ‘strange bedfellows’.

14. Strange Bedfellows…
The symbiosis of TV and YouTube

15. Symbiosis in action: take any medium out of
the equation and the whole idea falls apart!

16. Imc 3.0
In a symbiotic media eco-system,
redundant messages can be replaced with
Transmedia Stories

17. Global Truth #3: circuits
Paradigm Shift:
From: Consumer as Recipient
To: Consumer as Accelerant

18. Consumers displace great content from its
originating medium by virtue of a single ‘click’.

19. Any medium can become a ‘social’ medium at the
hands of an engaged consumer.

20. IMC 3.0
We no longer control content distribution/flow.
Consumers control the circuits.

21. Global Truth #4: brands
Media can no longer survive on distribution and
audience, alone! Media must become true Brands.

22. Distribution used to be a distinguishing factor:
it was fixed and relatively unduplicated.

23. Now, content distribution is transient.
New pathways can spring up overnight.

24. Media used to attract unduplicated audiences.
Not anymore. Welcome to media multi-tasking!

25. Media must evolve: from function to emotion.
Media must evolve: from pipeline to brand.

26. There is no immunity for
new technology!
Technology will remain transient (Moore’s Law).
New media must quickly adapt from tech innovation
to Brand in order to survive.

27. IMC 3.0
It’s a two-way street: Media as Brand/ Brand as Media
The strongest brand experience wins!

28. Global Truth #5: Economics
The media business is a ‘for profit’ enterprise.
Nothing is sustainable that is given away ‘for free’.

29. What happens when you flip the S/D curve?

30. Pipeline, itself, will face ‘price wars’ while
great content will command a premium.

31. IMC 3.0
Marketers must invest in content: their own, and
others’ to create value return in a messy media world.

32. New energy for IMC: c³ ©
C(1): Content
C(2): Consumers
C(3): Channels