Beyond advertising

As I often said client, enterprises, media and entertainment companies and also agencies need to start moving beyond traditional advertising and information processes - they have to concentrate on becoming more consumer centric.
Significance of UCD, IA and UE (User centered utility and usability)
Beyond advertising and interesting study by IBM

Digital formats such as social media, online video, mobile communications, gaming
and advanced TV enable companies to simultaneously meet transactional and brand-building objectives. Four primary trends blur the boundaries between traditional brand advertising and direct marketing:
  1. Consumer adoption of new distribution formats – Consumer behavior has changed forever: They are more digital-savvy, willing to provide personal information in return for perceived value, and increasingly ready for permissionbased advertising.
  2. A shift in advertiser spend – Spending is moving from traditional advertising toward measurable, interactive marketing. Combined with spending contraction in the new economic environment, this requires smarter advertising, and doing more with less.
  3. Digital migration of platforms – Traditional boundaries are fading, creating opportunities for innovative business models for content platforms.
  4. Emergence of new capabilities – Gamechanging moves, by both new entrants and existing players, are driving new types of industry innovation, challenging existing business models and accelerating the pace of change.


Download the complete IBM Institute for Business Value study

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