Future of digital media by Avenue A – Razorfish
Originally Satama Research Blog
Absolutely groundbreaking and thorough new report from Avenue A – Razorfish. If you study this, you will know it all. And can talk about key trends in our industry. New internet is born, and it is very different from the one we know from 1990s. If there is one analysis report you are going to study this quarter, this is the one!
Key conclusions extracted here below:
1. Your Web site is like everything and nothing you’ve ever known.
Your Web site is the central expression of your company’s brand. It’s a product showcase and a customer service center. It’s your company’s most profitable store and your best communications tool. It’s an information hub. It’s a testing ground for new ideas. It’s the place where different people from different places with different needs have an experience that’s tailored just for them. At least it should be.
2. Distribution will trump destination.
As it becomes harder to get people to come to a content site, it becomes critical to distribute your content where they already go. You’re seeing MTV distribute content on Google Video (and across the Google AdSense network of sites); ABC, among many others, making its shows available on iTunes; CBS putting shows on YouTube; and Time Inc. distributing
content on Brightcove. All have realized that building destination sites alone simply won’t do. Get ready for Fragmentation Nation—content will be syndicated so far and wide, it will make cable television look positively concentrated.
3. Accountability will rule the day.
In the past, a competitive review, a dated research report, or a finger in the wind was enough to pull together and measure a marketing plan. Online advertising changed everything; Pandora’s Box was opened, and it contained metrics, sales, and accountability. There is no going back. Other media channels will adapt, or they will see ad dollars slowly drift away.
4. Today’s Web is in its “Uncle Milty” stage.
More than 50 years ago, Milton Berle’s television programs captivated the country. While incredibly popular and important in TV’s history, the experience of a grainy black-and-white program pales in comparison to the TiVo-driven HD world that we can experience today. We’re about to see the same type of change online. Today’s Web is dominated by text and static images. Tomorrow’s Web will be a high-speed, personalized, video-laden, go-anywhere, view-anything, use-any-device experience. Whether AJAX, Second Life, YouTube, or Windows Vista, there are a host of developments that, in total, will fundamentally change the way we use the Web.
5. The consumer is not in control.
This might be a surprise, because the notion of “consumer control” is widely accepted. But you still control your brands. You decide what products are launched. You implement customer service policies. You price your products. However, you are now dealing with an “activist consumer” who has a voice, and it can be a loud one. These consumers expect to have things on their terms—what they want and when they want it. They assume that if you can’t provide what they need, your competitor will. They are well informed, researching their purchases as a matter of course. They have embraced social media, and sharing their experiences and opinions in a public way is the norm. They may not be in control, but if you ignore these activist consumers, chances are you won’t be in control much longer, either.
—
More issues on the 100-page report – study it – it is a must for you to stay updated 🙂