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.
Ongoing Confidence Gap 30% 25%
20% 15% The Marketing Confidence Gap 10% 5% 0% 2003 2004 2005 2006 2007 2008 (E) % Consumer Time Spent Online % Advertising Dollars Spent Online Source:Neo@Ogilvy
Worldwide Today 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
Mass Media of One (Addressability)
- Unique address - Individual user behavior - Personal settings & preferences - Two-way – individual direct response - Contextual content Communities Dominate Brands Business and marketing challenges for the 21st century By Tomi T Ahonen and Alan Moore
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.”
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”
August 23, 2004 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.