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The media and advertising worlds are in upheaval.. Mainstream media is becoming less mainstream as viewing levels keep dropping. And it will get worse since teens spend half as much time as adults watching TV, and a whopping 600% more time online.
Welcome to the brand new world of media 2.0.
The New Marketing
Rather than a focus on general advertising that appeals to a mass market, the new marketing is about the experience of the brand, not the awareness of the brand. The movement is towards Media 2.0 channels that allow user involvement and microtargeting and away from one-size-fits-all advertising and big media.
"The Medium is the Message"
Never before was McLuhan's insight more true than today when new media vehicles are an important part of the brand message. How and where you deliver your message is an important part of the brand message.
The Involvement of Your Audience
Often the media that garners most of the attention are upstart companies like MySpace and YouTube – most of whose content is developed by amateurs – the viewers themselves.
We Need to Redefine What Media and Advertising Are
We need to redefine what it means to be a marketer. Today advertising can take many different forms: traditional ads, new proto-ad formats, product placement, content, retail experience, events.
And what can constitute media is growing even faster.
Talk with Us
Catherine Kaputa is a speaker and brand strategist on how to market your brand in the media 2.0 world.
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