The document discusses how digital media is surpassing traditional media, with digital expected to grow much more over the next 10 years. It notes that General Motors is shifting half its advertising budget to digital. Several statistics are given on the rise of digital/internet users and decline of traditional media spend. The rest of the document discusses how this shift requires moving from mass marketing to personalized marketing using new digital techniques and addressing individuals.

2. From “Perpetual (Digital) Revolution”
Together, hardware and software will be the
catalyst for advances during the next 10 years
that will far exceed changes of the last 30 years.
Mr. Bill Gates, AWSJ, January 25, 2008

3. Tectonic Shifts

4. Traditional Media Digital Media

5. Traditional Media Digital Media

6. TV IPTV
Radio Digital Radio
Billboards Digital POS
Traditional Media Digital Media

9. US $455b US $55b
6% 23%
Source: IBM, “Navigating the Media Divide” Study
Traditional Media Digital Media

10. ?
The Cross-Over Point
Traditional Media Digital Media

11. Why GM Gambled $1.5B On Digital
Over the next three years, General Motors will shift half
of its advertising budget to digital. Will that be enough to
get the automobile manufacturer in gear?
Michael Estrin is associate editor at iMediaConnection.

12. digital
will
predominate

13. Traditional
Marketing
DigiMarketing

14. From “New Media” to
the New Mass Media (of One)01

15. 0.9 b PC users
1.3 b internet users
1.3 b landline phones
1.4 b credit cards
1.5 b email boxes (0.8b)
1.5 b TVs
1.8 b active sms users
3. 0b mobile phone subscribers
Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
Worldwide Today

17. New Media Barons

18. (cc) Lynette Webb, 2006

23. Yuan Shiao Nan

24. - Unique address
- Individual user behavior
- Personal settings & preferences
- Two-way – individual direct response
Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
Mass Media of One (Addressability)
- Contextual content

26. From Targets to Participants
02

28. Marketing Algorithm of Reach/Frequency

29. Engagement Metrics & Planning

32. From Mass to Personalization
(and the Privacy Paradox)03

33. New RestrictionsUnprecedented
Access
Access and Restriction

34. Tim Berners-Lee, BBC Interview, March 18, 2008:
On personal data:
“It’s mine – you can’t have it. If you want to use it for
something, then you have to negotiate with me. I have to
agree. I have to understand what I’m getting in return.”

35. August 4, 2006:
AOL released search records of 650,000
users over a 3-month period, 20 m searches
August 7, 2006:
they removed the file from their site
August 9, 2006:
New York Times identified & interviewed #4417749
August 22, 2006:
AOL Chief Tech Officer & 2 others “left”

36. September 12 2007:September 12 2007:

38. Why personalize?
80%
want it
Up to
58%
will pay
more attention
if they get it!

39. From Selling to Serving
04

42. From Impressions to New Connections
05

43. QR Codes
Each one of these MOBICODES link to a specific mobile site.

44. Quick Response (QR) Code for North West Airlines

46. QR-Codes - MAGGI On-pack Communication
Outside PackageOutside Package
Inside PackageInside Package

47. 11stst weekweek 22ndnd weekweek 33rdrd weekweek
Outside Code to introduce MAGGI Recipe

48. From Old to New “Physics” of Marketing
06

49. A MAJOR MEDIA REVOLUTION HAS JUST OCCURRED…
Consumers Spent More to Reach Media Than Marketers Spent to Reach
Them. For years, the consumer went along with a model of intrusion
perpetuated by the networks, advertisers and ad agencies…
The consumer has decided to take over…
Consumers are willing to pay for personalized information and entertainment
that fits their interests.
August 23, 2004

50. ContentUser Generated

53. Leverage Impacted of Viral
Viral video
• Seen by and
estimated 500MM
people globally
• Equivalent value
of $150MM+ in
media
X

54. -- EndEnd --