Welcome to our New Media Masterclass part 1 'The rise of New Media'. Bogging, podcasting, YouTube, MySpace, it's all there. The power of User Generated Content. And traditional media has no clue how to respond. The world is changing...forever...
5. New Media:
“ New technologies and communication methods in the
”
context of their effects on the established mainstream media
Wikipedia
6. Futurelab
“ The traditional marketing model is being challenged, and (CMOs) can
foresee a day when it will no longer work ”
McKinsey Quarterly, 2005, Number 2
7. uniquely individualized info delivered to infinite number of people
all players involved share control over content
47. The Good Ole Days
of Corporate Media
We will decide what you want & need
Central editorial control
Government regulation (censorship)
One-way communication
Limited channels of information
Futurelab
49. • % of adult evennig viewers that remembers brand in ad just watched:
BRANDS
1965 35%
2000 9%
• A US hour of prime time TV carried 21 minutes of advertising, Late Night network
shows like Leno or Letterman carry 31:27
• US: People with PVR’s watch 12% more TV, yet 90% of them adskip
CONSUMERS
(Germany : 88.2%)
• Germany: 78.2% are irritated by advertising, only 24% actually still watches it
• 54% of US consumers avoids products & services which “overwhelm” with advertising
• China: 85% stop watching TV during commercial breaks. More than half change the
channel, while the rest do housework, eat, chat or use the bathroom
Futurelab
Sources: Big Six, GfK Marktforschung, Yankelovich Partners, McKinsey & Co.
51. Who do we trust?
“My friends,
their friends...
...and all those we collectively respect”
People trust people
52. People trust people
Source %
In-store Sales Associate 49
In-store demonstration 36
Word-of-mouth from family & friends 33
Newspaper Coupons 25
Internet 21
Product/Company Information 16
Retailer information 14
Other 14
Magazines 4
TV 4
Radio 3
Source: CMO Council’s Retail Fluency Report, 2005
53. People trust people
Edelman trust barometer %
Person like yourself or a peer
Academic 62 70%
Doctor or similar 62 61%
60%
55%
51%
50%
Person like yourself/peer 61
40%
Financial Analyst 58
33%
30%
NGO Rep 58
Accountant 53 20%
Lawyer 36 10%
Regular employee 33 0%
CEO 29 2003 2004 2005 2006
Union 19
Entertainer 17
PR person 16
54. Information
Age
Speech Writing Print
2,000,000 BC 4,000 BC 1,000 AD 1980 AD
Storytelling
55. Brands have to become storytellers,
and then…
Futurelab
...let it go