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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Comments On This Post
September 19, 2007 at 10:37 am
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September 19, 2007 at 8:37 am
Although not related with the title karate vs judo. It is an interesting information regarding the marketing.
October 18, 2008 at 5:35 pm
Thanks for sharing this information.
November 29, 2008 at 6:29 am
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January 24, 2009 at 5:51 pm
To me, fragmentation is the real challenge- especially with Internet marketing. You have users divided on social networks (facebook, myspace), large classifieds (ebay, craiglist), video sites like youtube and hulu, blogs, rss readers, etc. The old SEO notion that you could channel all people to your website may give way to goin g out to where the customer is, wherever that may be.
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