Evolution & extinction

Posted: May 19th, 2009 | Author: Ivan Rečević | Filed under: root | Tags: creative, guide, media, rich media, solutions | No Comments »

A good tour of the last 210 years of information with view of the next 10 years. Complete content is here.

What it means?

We notice in reality extinction of newspapers, even in regions which adopt trends slower (Eastern Europe). No one will be saved by miracle. The only way is evolve. Or really extinct.

Prophecy of marketing agencies, of quality measurement of delivered ads (performance of offline campaigns) will not come in next 5 years, is nonsense. We are able to measure, quantify and qualify best performing ad campaigns event according to ad slot reserved on TV. The Net just became one big mash-up and we can utilize it do offer previously unknown methods of marketing following and performance monitoring.

We do not speak of checking ratings, reach, price of reserved ad space, and everything else which stands for monitoring which is indirect measurement.

We are becoming involved and part of business, not just indirect observer.

We speak money baby. Perception of marketing is like this: being place where fancy looking guys and gals sit in trendy coffee shop trying to look busy and intelligent. This time is almost over (they will be there still, trying to sell imagination) but further more there will be more and more people doing exactly the same thing business in mind.

Previous marketing was based on just speak without results, making distance from operations and client partnership. Now, companies need to involve new form of marketing in order to survive digital economy and landscape.

How to live with age-spanning population?

Have you ever saw why and how 50 year old people are using computers and Internet devices?

They just HAVE to use it (sometimes need). Either, cause their job is pushing them to use, or kids going overseas that require communication, or plain interest (what can I find there?).

70 year old granny want to use Skype in order to find content otherwise unreachable to her. 60 year father needs computer to communicate with daughter going overseas.

It can be compared to fax machines: no one used them but companies purchased them in order to stay “modern”. When number of fax machines became significant and unavoidable, companies could not ignore those devices any more. It is just a piece of stationery.

Kids are using Internet and forms of informations generated in a way, that Internet savvy adults (i.e. us), can not comprehend.

We can notice that Social news and targeted content is coming our and theirs way, and other forms (i.e. TV, websites…) are loosing its drive.

Population segmentation is normal, but received content is reaching all ages. The way how people communicate with content is changing from day to day.

This realistic future is showing that we can not have monolithic organization or content delivery. Data offered must be mash-able.

How to live with relevance?

Are you relevant? I sure do try, with some fails to cover all aspects but really trying hard to.

In digital landscape, your identity or corporate image can be compromised with one angry person. This means that your or company relevance must be rock solid. Marketing and PR must live together and sometimes empty stories about “social responsibility” must became reality and constant part of organization culture.

There is no excuse, not to work on your public image. Digital landscape is offering just this. Rich content, open channel, audience really interested in you/company and loyal fan base.

Just be honest and deliver content and service.

Do I have to be celebrity?

This is the story of leaders and followers. Some people do not have the drive to be leaders and became followers, ’cause it is easier.

Responsibility of being leader is same as being celebrity. People do take attention on you and follow you just because they BELIEVE in You. Not being naive, people want to believe in something and you must offer something.

In order to be believable you must be honest or have something they attach to.

In landscape where, whistleblowers are wannabe celebrities, only way is to fight with honesty or great product/service.

This is why I do compare you with celebrity.

Where to sell? (Marketplace)

This is the time of niches. But niche is population of world with selected individuals that follows you. Even then this niche is measured by many thousands. You have the world. It’s just question what part of it.

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