Universal McCann

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Media 2.0 from
Universal McCann
A SUMMARY OF THE MEDIA LANDSCAPE
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Marketing has evolved
HSP Holistic Selling Proposition Brand
differentiation through its unified experience
USP Unique Selling Proposition Brand
differentiation through a unique physical
property
Today?
1950s
1960s
1980s
1990s
1970s
ESP Emotional Selling Proposition Brand
differentiation through an emotional attachment
Martin Lindstrom, Brand Sense 2005
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Consumers have evolved
TRIBES Self organising into communities of shared
values and interests. Creating meeting grounds
for the similarly minded, socialising in rich, ad
hoc and instant ways.
EXPLORATION Willingness to experiment and shift
between services, brands and technologies in the
pursuit of self identity, self expression and
social connections
Peers
Brands
EMOTION Movement toward consumption out of wants
and desires rather than out of need, defining
value in terms of emotion reward
Media
FLEXIBILITY Turning towards services and
technologies that make work, rest and play easier
and more flexible
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Media has evolved
Increasing INTERACTIVITY USER CONTROL
Broadband -gt IPTV Digitalisation -gt iTV DMB /
DVB-H-gt Mobile TV
TV
Towards more SPECIAL INTEREST offersCreation of
integrated MEDIA BRANDS More CRM opportunities
with readers
Magazines
More towards ENTERTAINMENT mediumWill remain
local heroMore subscription services
ON-DEMANDWeb-radio, PODCASTS, LIVE-STREAMS
Radio
Integration of DIGITAL RESPONSE
mechanisms Towards MOVING PICTURES (LED
etc.) More CREATIVE ambient media formats
Outdoor /Ambient
Ever more PERSONALISATION WEB IDENITY as the new
email identity, BEHAVIOURAL TRACKING, ENGAGEMENT
, INFLUENCERS COMMUNITY as key growth areas
On-line
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The new wayself-assembly brands
then
now

• Brands that allow the consumer to embrace, adopt
  and incorporate them into their lifestyle
• Mass Market push brands feel like common
  property rather than personal discoveries

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The new waymedia matters
Media Landscape 1.0
Media Landscape 2.0
Active Engagement
Passive Reception
Year 2007-2020
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The new wayembracing the communications democracy

• MAINSTREAM MEDIA
• Mass access
• High production values
• Consistency quality
• Professionalism

persuasion

• Self-exposure
• Annotation
• Relationships
• Conversation
• SOCIAL MEDIA

influence
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The new way powerful communications blueprints
that reflect the sources of persuasion and
influence
MARKETING OUTCOME
MARKETER GENERATED
awareness
interest
consideration
purchase
opinions
advocacy
community
INFLUENCE
PERSUASION
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6 factors that change everything

• Marketing as Listening the telling and
  interrupting model is definitely over. The sounds
  of peer reviewing, on-line forums and
  recommendations have revolutionised the way we
  understand what makes people tick
• The Digitalisation of Community everyone can now
  stay in touch with our local community closest
  friends, no matter where the global economy has
  taken us.
• Individualisation people expect everything on
  their terms, tailored to their needs
• Convergence its not just about what media to
  use, but what device to select
• Interactivity successful media activity draws
  people in by allowing them to respond, or even to
  control.
• Generation Free the glut of marketing
  experiences has created an entire generation of
  people who expect everything to beeasy and free

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Marketing as listening

• Listen 1st
• Ask questions
• Discover what they want to hear
• And then engage them to help spread the word
• New differentiated useful and easy to understand
  information is the most likely to be passed on
• Its not just about influentials. Its about
  the wider community and how open they are to the
  idea. influentials can often be those that are
  most easily influenced rather than an elite group

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The Digitalisation of Community

• The 2007 Digital Future Project found that 43
  percent of Internet users who are members of
  online communities say that they 'feel as
  strongly' about their virtual community as they
  do about their real-world communities (Source
  2007 Digital Future Project)
• People can turn a shared geographical space into
  a community without ever meeting, through event
  or memory-linked emotional maps and
  recommendations sites. From the practical
  (hooking into bar or club recommendations)
  through to the emotional, linking strangers
  together through shared experience.
• Technology allows us to create multiple social
  tapestries, that accentuate the desire for
  community that defines our humanity.
• For many people, the boundaries between life
  online and life offline are not clearly
  demarcated- virtual reality is actually here, and
  the boundaries of communities are as likely to be
  online as off.

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Individualisation

• Modern media can be produced by everyone. Access
  to creative tools coupled with an inspired, vocal
  youth generation has brought about a culture of
  filmmakers, bloggers and a multitude of online
  popstars. We can all create.
• These days most of us have a camera built-in into
  our phones for spontaneous image capture and we
  can instantly publish thought and comment about
  anything and everything.
• Technology has become democratic enabling people
  to take part in the creation of their own media
  landscape.
• People expect media to be open-source, they want
  content that is network agnostic, they expect to
  see current events through the lens of other
  viewers

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Convergence
Affiliates
Reach
Partnerships
Display
Messenger
Viral
Rich Media
Search
Mobile
Sponsored Emails
Video
Live events
In game
Content Integration
Listings
SolusEmail
e-commerce POS
Branded Applications
Podcasting
Webinar
Mobile search
RSS Feeds
Niche Media Partnerships
PDA
Mobile Applications
Community marketing
IPTV
Branding
Response
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Interactivity

• As new technologies continue to emerge on an
  almost daily basis consumers begin to tire of
  expensive and impractical technological advances.
  The combination of increasing DVD piracy, illegal
  downloads and sophisticated home cinema systems
  have contributed to both reduced cinema audiences
  and revenues.
• To reverse this trend, we need to produce
  messaging and content that is unique, that will
  generate excitement, holding the attention of the
  viewer. Concepts including augmented reality, 3D
  cinema and personalised mobile phone advertising
  are becoming a realistic option, as brands and
  designers become increasingly aware of the
  potential of new, truly innovative technology.
• Augmented reality is nearly here, and our on-line
  avatars will become live video holograms that we
  can genuinely interact with
• Cinegaming is the next big thing, a hybrid movie
  theatre anddigital video game space,
  transforming isolated computerplay into
  community entertainment.

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Generation Free

• A generation who know how to get things for free,
  are being caved into, as large companies give
  away mobile phone contracts, computers and
  release films via the Internet. The new trend is
  to turn this expectation of extras into a new
  opportunity to communicate with consumers?
• Film downloads are forcing the movie industry to
  find new platforms to survive. The Brazilian
  producer Raccord is investing in the fusion
  between cinema and new technologies, releasing
  his latest movie Cafune simultaneously in
  cinemas and on the Internet.
• Mobile phone service Blyk now offers people free
  calls and texts in return for receiving
  advertisements via SMS. Targeted at 16 to 24 year
  olds, advertisers are linked to users based on
  theirmusic, entertainment and sports preferences

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Media 2.0 from
Universal McCann
A SUMMARY OF THE MEDIA LANDSCAPE