Final Session: Looking at Impact of New Media Technologies on Marketing.
For marketers, last decade has ushered in the largest change in the media/marketing space as compared to previous decades. This is partially due to technological changes, but much more so because of changes in people’s behavior in response to these technologies. These changes have also affected marketers and their work and careers in big ways. Biggest change has been the explosion in new channels to connect with consumers and marketers’ expertise in these platforms (using them, evaluating them, etc.) is now not as sophisticated as with traditional “advertising” platforms.
Google, Twitter and MySpace panelists:
Media 1.0 was very disruptive ads that took you out of the activity that you were doing. Media 2.0 improves in this by engaging and entertaining at the same time (serving ads and brands while you deliver content).
With Twitter, they found that people were not using their technology directly for advertisements, but rather to come in to a customer service relationship (eg. Technical support conversations). Lesson: ‘the more genuine and human an organization looks, the better the relationship’.