I've been trying to get data and failing - so will go with my gut here. As media consumption habits of consumers change, especially with the younger crowds currently soaking up the internet... it would be easy to expect that in a few years time, the major media vehicle would be the internet. With the coming of more sophisticated technologies that allow for packet level inspection, the nature of targeting customer segments would become increasingly sophisticated, requiring equal intellectual sophistication in the defining of consumer segments by marketing teams - this would probably require significant reskilling or even resourcing, as the older economy generation where I include myself, have little intuitive feel on the nature of consumption of the internet by today's youth.
I guess this is the generation gap, except in an accelerated mode with the Delta-T required to elapse between generations rapidly shrinking. In fact on an aside, there must be an analytic measuring the quantum of information received per person per day, the measure of this would be an invaluable tool in making social predictions based on the nature of the information, its tagging and its recipient.
But back to the argument - in addition to the reskilling/resourcing of marketing teams that can fathom and factor the internet impact into their strategies, Ad agencies/media planning & media buying firms too need to reinvent themselves to leverage this new trend to the advantage of their clients. In the competition between agencies for the share of wallet of clients, the domain expertise of leveraging the internet will be the strong distinctive competitive advantage that the victor would bring to the table
I guess this is the generation gap, except in an accelerated mode with the Delta-T required to elapse between generations rapidly shrinking. In fact on an aside, there must be an analytic measuring the quantum of information received per person per day, the measure of this would be an invaluable tool in making social predictions based on the nature of the information, its tagging and its recipient.
But back to the argument - in addition to the reskilling/resourcing of marketing teams that can fathom and factor the internet impact into their strategies, Ad agencies/media planning & media buying firms too need to reinvent themselves to leverage this new trend to the advantage of their clients. In the competition between agencies for the share of wallet of clients, the domain expertise of leveraging the internet will be the strong distinctive competitive advantage that the victor would bring to the table
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