Welcome!

Release Management Authors: Pat Romanski, Elizabeth White, David H Deans, Liz McMillan, Jnan Dash

Related Topics: Silverlight, Cognitive Computing , Agile Computing, Release Management , CRM

Silverlight: Blog Post

Media 2.0 on Ulitzer - New Media and Content Marketing Strategies

Consumers elude advertising while smart media and technology types come up with ever more ways to reach them

Here is an interesting news item which claims that UK online ad spend overtakes mainstream TV. The same news was corroborated by another post which stated that spending on online advertising surpasses TV. The news was little disconcerting because it did not seem to match with my ground level experience.

So, I decided to probe a little deeper and unearthed more data on Internet ad spend. What I uncovered was more in line with what I perceive to be the real situation. These reports claimed that the Internet ad spend is less than 10% of total ad spend which is only a fraction of ad spend on TV.

How can both be true? Careful reading of all the reports resolved the mystery. The first set of reports …

“… counts the money companies spend on their own websites as part of their advertising budgets, because websites are ostensibly used for marketing”

Though I did not agree with this statement (marketing spend ≠ad spend) it still got me thinking. Is this a gimmick or is this an indicator of a fundamental shift in approach to advertising and marketing? After some frantic googling and introspection I concluded that indeed there is a shift and this shift has to be called Media 2.0!

I can hear you exclaim Oh No! Not another 2.0.

But what else can it be? This change is directly influenced by …

  • … proliferation of channels through which content and ad can be delivered
  • … the ability of more channels to support two way interaction
  • … consumers producing, editing, tagging and mashing-up content

These are typical characteristics of web 2.0. It has opened up new possibilities and thrown new challenges to the both marketers and consumers.

“Consumers elude advertising while smart media and technology types come up with ever more ways to reach them”

This is also leading to major realignment in the industry and I was able to identify four of them.

Marketers are getting more accurate information about who you are and they are getting equipped with technology to show ad specifically tailored for a person of your profile, which in marketers’ term is called micro segmentation.

Things do not stop there. Taking this concept to the limit Prof. Prahalad has talked about N=1 or targeting you as an individual. They want to tailor their products and services to meet your unique need, which may have some benefit. However, they also want to influence your buying decision in their favor, which can be irritating. This brings us to the first realignment that is taking place.

Realignment 1: The boundary between advertisement and sales is getting blurred

Conveying messages to a consumer, which is advertising, is overlapping with the process of interacting with the consumer in the decision making cycle, which is selling. Forrester has coined the term ubiquitous marketing describing this shift. According to Forrester, it is the art of connecting with consumers through emerging media . . . everywhere. This is how they describe the term. “Ubiquitous Marketing relevantly connects the brand to a consumer, both taking into account where she is physically and where she is in her decision-making process.”

From the perspective of the marketer, the whole process has been linked in a single chain. However, from the perspective of the media companies, everything has got fragmented. Single national broadcast is becoming region specific. People are using their PC to watch TV and they are using their TV to surf the web. Special media players are being provided to watch programs on the PC and programs are also available for download. Prevailing practice of producing content to be delivered through a specific channel is breaking down and that is the second realignment.

Realignment 2: Content is getting decoupled from the delivery mechanism

Traditional method of advertising could be divided into two forms. The original form was space based where ad and content was laid out within a fixed area like a page in the newspaper or magazine. This could also take the form of an outdoor hoarding. This form of advertising got extended into web page design where you would leave space for ad banners in your page.

The second form of advertisement was time based where ads got inserted into radio programs. Same idea got extended into TV. These forms of advertisement were very different from each other and did not have any overlap. However, today’s devices have blurred the distinction between the two forms. You have banners appearing along with the program in TV and you have video ad on a web page. You also have in-content ad in a TV program. Some advances in the display device like Microsoft Surface & Sphere and display techniques like Seadragon and Photosynth are opening up new possibilities. Moving pictures from the world of Harry Potter is becoming a reality and that is the third realignment.

Realignment 3: Time based advertising (TV & Radio) and Space based advertising (newspaper, magazine, outdoor hoarding & web page) have started overlapping

Along with the proliferation of display types there is proliferation of content created by consumers themselves. Some of these contents are about experience of using various products and services offered by different organizations. This includes book review written in Amazon, travel experience posted in TripAdvisor, product review of latest high-tech products and even video of experience of breaking open a brand new iPhone to show what is inside. I am sure, like me, you go through these postings before buying something.

As a result of this, it has become very difficult for organizations to hide bad products and service through ad blitz. The collective impact of these bits and pieces of information can be like a groundswell on the buying decision of consumers. Any unfair practice also gets quickly highlighted. This is the forth realignment.

Realignment 4: Collective intelligence of consumers have as much influence on branding as the marketing messages delivered by the organization

When you are a consumer, these realignments will give you more choice and more say in what you buy and use.

However, many of you will also be on the other side where you are connected to an organization offering these services. Most organizations will be impacted by this realignment, but the net impact on organizations involved in B2C business, advertising agencies and media companies especially TV broadcasters will be substantial.

These realignments will alter the relation between entities in the real world and inside the IT applications. It will force paradigm shift in thinking and how the organization functions. It will also require internal applications to change, the extent of change will depend on how much of the traditional assumptions are hard coded inside them. It can take significant amount of time, effort and investment.

“Can I afford it?” is not the right question to ask.

Biggest challenge is going to be the necessity to respond to the changing demand of the market. Not being able to do so may cripple the enterprise. Therefore the question to ask is …

“Can I afford not doing it?”

More Stories By Udayan Banerjee

Udayan Banerjee is CTO at NIIT Technologies Ltd, an IT industry veteran with more than 30 years' experience. He blogs at http://setandbma.wordpress.com.
The blog focuses on emerging technologies like cloud computing, mobile computing, social media aka web 2.0 etc. It also contains stuff about agile methodology and trends in architecture. It is a world view seen through the lens of a software service provider based out of Bangalore and serving clients across the world. The focus is mostly on...

  • Keep the hype out and project a realistic picture
  • Uncover trends not very apparent
  • Draw conclusion from real life experience
  • Point out fallacy & discrepancy when I see them
  • Talk about trends which I find interesting
Google

@ThingsExpo Stories
SYS-CON Events announced today that SIGMA Corporation will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. uLaser flow inspection device from the Japanese top share to Global Standard! Then, make the best use of data to flip to next page. For more information, visit http://www.sigma-k.co.jp/en/.
SYS-CON Events announced today that B2Cloud will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. B2Cloud specializes in IoT devices for preventive and predictive maintenance in any kind of equipment retrieving data like Energy consumption, working time, temperature, humidity, pressure, etc.
Agile has finally jumped the technology shark, expanding outside the software world. Enterprises are now increasingly adopting Agile practices across their organizations in order to successfully navigate the disruptive waters that threaten to drown them. In our quest for establishing change as a core competency in our organizations, this business-centric notion of Agile is an essential component of Agile Digital Transformation. In the years since the publication of the Agile Manifesto, the conn...
While some developers care passionately about how data centers and clouds are architected, for most, it is only the end result that matters. To the majority of companies, technology exists to solve a business problem, and only delivers value when it is solving that problem. 2017 brings the mainstream adoption of containers for production workloads. In his session at 21st Cloud Expo, Ben McCormack, VP of Operations at Evernote, will discuss how data centers of the future will be managed, how th...
SYS-CON Events announced today that NetApp has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. NetApp is the data authority for hybrid cloud. NetApp provides a full range of hybrid cloud data services that simplify management of applications and data across cloud and on-premises environments to accelerate digital transformation. Together with their partners, NetApp em...
SYS-CON Events announced today that Nihon Micron will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Nihon Micron Co., Ltd. strives for technological innovation to establish high-density, high-precision processing technology for providing printed circuit board and metal mount RFID tags used for communication devices. For more inf...
SYS-CON Events announced today that Suzuki Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Suzuki Inc. is a semiconductor-related business, including sales of consuming parts, parts repair, and maintenance for semiconductor manufacturing machines, etc. It is also a health care business providing experimental research for...
SYS-CON Events announced today that Ryobi Systems will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Ryobi Systems Co., Ltd., as an information service company, specialized in business support for local governments and medical industry. We are challenging to achive the precision farming with AI. For more information, visit http:...
SYS-CON Events announced today that Daiya Industry will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Daiya Industry specializes in orthotic support systems and assistive devices with pneumatic artificial muscles in order to contribute to an extended healthy life expectancy. For more information, please visit https://www.daiyak...
In his session at @ThingsExpo, Greg Gorman is the Director, IoT Developer Ecosystem, Watson IoT, will provide a short tutorial on Node-RED, a Node.js-based programming tool for wiring together hardware devices, APIs and online services in new and interesting ways. It provides a browser-based editor that makes it easy to wire together flows using a wide range of nodes in the palette that can be deployed to its runtime in a single-click. There is a large library of contributed nodes that help so...
SYS-CON Events announced today that mruby Forum will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. mruby is the lightweight implementation of the Ruby language. We introduce mruby and the mruby IoT framework that enhances development productivity. For more information, visit http://forum.mruby.org/.
SYS-CON Events announced today that N3N will exhibit at SYS-CON's @ThingsExpo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. N3N’s solutions increase the effectiveness of operations and control centers, increase the value of IoT investments, and facilitate real-time operational decision making. N3N enables operations teams with a four dimensional digital “big board” that consolidates real-time live video feeds alongside IoT sensor data a...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
Mobile device usage has increased exponentially during the past several years, as consumers rely on handhelds for everything from news and weather to banking and purchases. What can we expect in the next few years? The way in which we interact with our devices will fundamentally change, as businesses leverage Artificial Intelligence. We already see this taking shape as businesses leverage AI for cost savings and customer responsiveness. This trend will continue, as AI is used for more sophistica...
SYS-CON Events announced today that SourceForge has been named “Media Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SourceForge is the largest, most trusted destination for Open Source Software development, collaboration, discovery and download on the web serving over 32 million viewers, 150 million downloads and over 460,000 active development projects each and every month.
SYS-CON Events announced today that Massive Networks, that helps your business operate seamlessly with fast, reliable, and secure internet and network solutions, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. As a premier telecommunications provider, Massive Networks is headquartered out of Louisville, Colorado. With years of experience under their belt, their team of...
Elon Musk is among the notable industry figures who worries about the power of AI to destroy rather than help society. Mark Zuckerberg, on the other hand, embraces all that is going on. AI is most powerful when deployed across the vast networks being built for Internets of Things in the manufacturing, transportation and logistics, retail, healthcare, government and other sectors. Is AI transforming IoT for the good or the bad? Do we need to worry about its potential destructive power? Or will we...
What is the best strategy for selecting the right offshore company for your business? In his session at 21st Cloud Expo, Alan Winters, U.S. Head of Business Development at MobiDev, will discuss the things to look for - positive and negative - in evaluating your options. He will also discuss how to maximize productivity with your offshore developers. Before you start your search, clearly understand your business needs and how that impacts software choices.
Real IoT production deployments running at scale are collecting sensor data from hundreds / thousands / millions of devices. The goal is to take business-critical actions on the real-time data and find insights from stored datasets. In his session at @ThingsExpo, John Walicki, Watson IoT Developer Advocate at IBM Cloud, will provide a fast-paced developer journey that follows the IoT sensor data from generation, to edge gateway, to edge analytics, to encryption, to the IBM Bluemix cloud, to Wa...
SYS-CON Events announced today that MIRAI Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MIRAI Inc. are IT consultants from the public sector whose mission is to solve social issues by technology and innovation and to create a meaningful future for people.