Filed under: Uncategorized | Tags: digital, facebook, marketing, mobile, myspace, social networking, twitter
At the Cannes Lions International Festival, Steve Ballmer of Microsoft was awarded Media Person of the Year and had some pretty interesting things to say about the future of media.
“All content consumed will be digital…all traditional content such as newspapers, magazines, and TV will be online…we can debate if that will be in one, two, five or ten years…’static’ content won’t cut it…there will be no longer be ‘personal, social communications [which are] offline or separate, [as] all activity will be integrated with digital tools…brands will need to invest in websites, creating buzz and gaining an understanding of the various sales platforms that are developing across the new media sector,” (WARC, 2009).
Ballmer also cautioned that there are issues with how to make the online mediums profitable for smaller businesses, as everyone is learning a new set of rules on how to use these new media in building income and advertising revenue.
One way in which this growth may occur is through mobile advertising, whose revenues are expected to grow by 45% per year over the next five years, according to Ineum Consulting. This growth is expected to be so high because the base it stems from is so small now and this medium may be the selected option for ‘mom and pop’ businesses, preferred over local newspapers, (Reuters via WARC, 2009).
And according to Nielsen Online, Twitter is the fasted growing web-brand, up by over 1,000% in the last year. Tie usage on blogs and social networking sites also increased 67% in May 20096 alone, (AdWeek via WARC, 2009).
In addition, Facebook is the top social network in number of users, up 190% from last year and MySpace is the top performer when online video is the metric, (AdWeek via WARC, 2009).
None of this comes as a surprise to us marketing students, but the real question is how do we use this knowledge to make each portal measure up to its potential, while offering valuable content to the persons who seek it?
References:
AdWeek via WARC. (2009, June 27). “Twitter is Fastest-Growing Web Brand.” World Advertising Research Center. Retrieved June 27, 2009 from http://www.warc.com/news/TopNews.asp?ID=25315
Reuters via WARC. (2009, June 27). “Mobile Ad Spend Set to Grow.” World Advertising Research Center. Retrieved June 27, 2009 from http://www.warc.com/news/TopNews.asp?ID=25326
WARC. (2009, June 27). “All Media IS Going Digital, Says Ballmer.” World Advertising Research Center. Retrieved June 27, 2009 from http://www.warc.com/news/topnews.asp?ID=25320
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good blog..
keep blogging..
with love..
Comment by arunraaj June 28, 2009 @ 12:57 amhttp://blogprints.wordpress.com/
[...] This post was Twitted by slinteractive [...]
Pingback by Twitted by slinteractive June 28, 2009 @ 8:13 amGreat post, and important message.
I’d say in answer to your question, “How do we use this knowledge to make each portal measure up to its potential, while offering valuable content to the persons who seek it?”
Keep your head in the game…in other words, doing whatever it takes to keep you up-to-date e.g. selecting a number of informative blogs to follow on a regular basis, and reading technology-related articles across all mediums.
I think these skills will be considered less and less “IT” instead, more and more commonly referred to as, “people”skills.
Debbie Hemley
Comment by Debbie Hemley June 28, 2009 @ 2:46 pmhttp://www.impressionsthroughmedia.com
There was an interesting debate published in Fast Company between Jeff Jarvis of BuzzMachine.com and John Griffin, President of the National Geographic Society entitled, “Is Print Doomed?”; personally I agree with John Griffin,
“Blogging is great if you want to see yourself published unedited, and the Internet is wonderful when you already know what you are interested in. But there is tremendous value in passionate, knowledgeable, talented editors who can assign stories and photographs with budgets to do them better and more authoritatively than any individual can. The reader of a magazine like National Geographic can depend on the information being accurate, coherent, concise, beautiful and created by the by most talented writers and photographers in the world. And readers may learn about something that they didn’t know they were interested in.
Print is the perfect introduction to an informed debate and to the deep resources of the web. The words and pictures in print or on a magazine’s web site become the basis for searching, linking, talking and ranting for those with the time or inclination to do so. The web is the friend of print, not its killer.”
I think Twitter, websites, Social Sites, Video, etc. all belong on the pallet of tools in Integrated Marketing Communications, each with a specific purpose. The trick is to adapt a useful vetting process to determine which tools are relevant for your client. It not about the technology, it’s all about the audience and the organization’s goals.
Link to Fast Company Article: http://www.fastcompany.com/magazine/101/open-debate-extra.html
Comment by missmarketing June 28, 2009 @ 10:19 pm[...] Commenting on blog posts you’ve enjoyed 2. Retweeting Twitter Messages 3. Writing on your blog about [...]
Pingback by Social Media: 6 Ways to Say Thank You | Impressions Through Media June 29, 2009 @ 2:35 pmNice!
Comment by Flash July 5, 2009 @ 5:46 am