Tim Smith presents “Marketing in the Age of Consumer Control”.
Advertising,Consumers & Content – 3 big domains of marketing.
4 Tough Marketing Issues:
Fragmentation
More channels are making it difficult to reach people
Performance
Prime Time ratings are declining, revenues are increasing
Choice Shock
2 Million brands – 700 added per day
2003 – 27k new food and household products
Isolation
TV – Radio – Print – Outdoor – Internet
The Passive Consumer (Everything non-internet)
Internet reaches 50 million people in 2.5 years.
Broadband is mainstream – 50m users
Internet Protocol is the new electricity
Observations
Consumer Patterns are changing. Attention shift is shifting to consumer internet.
Evolution of the consumber – control, collaboration, creation
Consumers are controlling, filtering and choosing.
2003 is the year of consumber control, according to Forrester.
“Content” is changing (Apple iTunes)
Peer Generated Content
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