As I debated creating a “super-mega roundup” of 2011 roundups this morning, I realized I’d found three more examples of how media convergence continues to impact our industry and the consumer.
Content When & Where Consumers Want It
In “The ubiquity imperative: Why content needs to be everywhere,” Gigaom builds on Empower MediaMarketing’s discussion of No Channels and notes content is not necessarily king. The key for marketers is to also consider distribution. Gigaom notes the importance of being on the right platform to provide consumers an experience when and where they want to have it. We agree with a broader view of content and content marketing. But we’re not sure it’s a king/monarchy discussion. Think more of an ecosystem.
Got Content Distribution Model?
Louis C.K. is a great comedian. But his latest news story is no laughing matter. He’s decided to forgo traditional distribution methods through a network such as HBO or Comedy Central and is selling access to his latest one-hour special directly to the consumer. After his own costs, he’s already noted he hasn’t made as much as he might have previously. But as fans catch on to this much better deal for them ($5 gets you his content), it’ll be interesting to see how his next special performs … financially.
Brands should take note that in addition to considering themselves publishers, they can also consider new, unconventional approaches to content distribution as well. As we’ve seen in the earlier story, the only question is WHERE do your consumers want this content?
No Channels: 2012
We’re already seeing phrases like “channel planning” making their way out of industry lexicon. Ad Age talks about this in “The Future of Digital Advertising: Math + Magic.”
“Media departments and the work they produce tend to be organized around channels — in other words, around what the media is.
“I think the time has come to change that orientation, and instead organize around what our people do.”
We’ve also moved away from the term channel planning and are instead looking at how the consumer experiences it. A more sensory, consumer-focused mindset is helping us better examine how we can connect clients with consumers — on the consumer’s terms. Reaching the consumer on his terms at the point when he’s most open to brand messages requires more than a mind shift. As we’ve seen above, a lot of moving parts must shift to keep up with changing consumer needs.