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Via Media CEO, Anthony Coles, summarising the trends in New Media and new opportunities for accountability in the changing media landscape
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New Media, Trends
And Accountability
Anthony ColesVia Media CommunicationsThursday 28th August, 2008
Marketing Week 2008The Marketing
RevolutionNew Rules. New Ideas.
Background - AC
20 yrs in marketing & communicationsLeo Burnett (Brand) Advertising, Hero Communications –
(DM), Starcom – (Media)
15 in digital marketingOnline Sales & Marketing, Empire Ridge, Via Media Group
Industry InvolvementPast-President Australian Marketing Institute (AFAMI, CPM)Past VP Australian Interactive Media Industry AssociationLecturer Digital Media, (AFA, ADMA, MFA, AICD, UTS, etc.)Asia Digital Marketing Association (asiadma.com)
Evangelist, Entrepreneur, AdventurerStrategist
Who*?, what?, where?, when?, why? and how?
Session Overview
New Media
Trends
Accountability
Revolution
Tomorrow…?
New Media?
There has always been
“New” Media
If you have a
message...
You need a media!
The media is predicated
by the technology of
the time
MEDIA needs a human
connection to give it
MEANING
ME MEDIA
MESSAGE – Food, Danger
MEDIA – Wall + Tools (Rock)
Social Media - 1.0B.C.
MEANING – We Are A Community
MESSAGE – Our Leader is Great
MEANING – Symbology, Context
MEDIA – Man-Made
EVOLUTION of MEDIA
EVOLUTION of MEANING?
“THE Word”
“OUR Word”
“THEIR Word”
NEW MEDIA
NEW MESSAGE – SOAP OPERA
NEW MEANING?NEW
WORLD VIEW
TECHNOLOGY IS KING
SECURITY IN NATIONALISM
CONSUME FOR COMFORT
NEW TECHNOLOGY
VIDEO
PC
MOBILE
NEW MEDIA
Floppy
Compact
USB
ACCELERATED CHANGE
NEW MEDIA
The Internet/ Email
The i-Mac, and
IM (Instant Messenger)
IS THE MESSAGE
NEW MEDIA..
There will always be
NEW MEDIA!
Technology is secondary• Content• Commerce• Community• Context• Personalisation
Digital media enables
efficient
measurement
MEDIATRENDS
-2000 0 20001000-1000
SymbologyHeiroglyphics
-3000 3000
ScriptGreco-Roman Alphabet
TextGod is on TV
1500
1950Scree
n
PC19871.01997
2.02007
Man IS God
People connected with natureMan projecting greatness on nature
Man is above nature
Bill Gates is God
Money is God
Google IS Money
Why?
KNOW BEHAVIOURS
MARKETING TRENDS 1.0
‘the line’
Communications Channels – Traditional Media Model
Reach media
Direct media
Efficiency
Effectiveness
BRAND TRENDS
IRONY
MARKETING TRENDS 2.0
‘the line’
Communications Channels - New Media Model
Reach media
Direct media
Efficiency
Effectiveness
the ‘line’is going
TRENDS - EFFECTIVENESS
Asked - “How Effective is Digital
Media”?
Sourc
e:
Forr
est
er
TRENDS - INVESTMENT
Asked: “Investment in Digital Media –
5yrs”
Sourc
e:
Forr
est
er
TRENDS - LOSS
GRIEF
= • DENIAL• ANGER• BARGAINING• SADNESS• ACCEPTANCE
MOVING ON…
TRENDS - LEARNING
New Skills Needed
TRENDS – GLOBAL/ LOCAL
We are a part of this - NOW
TRENDS
New MEANING, through self expression
How are you expressing yourself?
technorati.com
yelp.com
bazaarvoice.comtags
ACCOUNTABILITY
In NATURE
In SOCIETY
In BUSINESS
In MARKETING…
“50% of my advertising doesn’t work”
YOUR LENS?
ACCOUNTABILITY
New LENS• the other 50% can be measured
ACCOUNTABILITY
Data overload
Sourc
e –
e-c
onsu
ltancy
ACCOUNTABILITY
Digital = Multiple sources for
measurement
DIGITAL MARKETING IS RESEARCH
Campaigns
WebsiteVariable ROI
CreativeOffersMedia
DestinationQual/ Quant
TrafficSpendBuzz
Experience
ACOUNTABILITY
At every level of the organisation• Board• Management• Operational
Get involved
MORE ON THAT TOMORROW…
