Karate vs. Judo - CJU 2nd Session

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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