Conversation Agent - Valeria Maltoni - Media Models and the End of Broadcast Spend

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Interesting and insightful. Eventually, traditional broadcast advertising will be the new/old niche marketing; narrowly focused on those who don't fast forward or silence the commercials.

Off topic, the point you made:

"1. People will only share/evangelize/discuss/etc actually useful products/services -- so agencies will be in the uncomfortable position of having to tell their clients when their products suck."

Would be nice if the legal system could have such a revolution. Defense lawyers having the job of ensuring fair treatment but also having the responsibility, foremost, to the public and what is 'right'; telling their clients & the world the truth, i.e. their products suck.

Brands are figuring this out for themselves. Take a look at what P&G are doing. Look at the way that Scott Monty is working with Ford. In some ways it is not even about models -- it is about where the people are. It is about audience.

For some industries and product categories, the only place to reach your audience is online. And the reverse is also too -- there are some audiences that never touch a computer (but this is changing and will continue to evolve). But now, with audience fragmentation (across media and channels), the focus should be on developing and activating a strong multi-touch strategy, using the media that work best for your customers (and not strategy that just suits your pattern of buying).

Hi Valeria

Concentrating on your last point, broadcast still has a function so long as its definition remains true. I.e broadcast, rather than narrowcast.

Social media and marketing enables microtargeting, which is incredibly enticing. But not all products require microtargeting. Broadcast and traditional media give that mass reach - in one environment at one point in time with synchronous consumption and feedback.

Niche spends can act as a complement - engaging the advocates, mavens, connectors etc over a longer period of time for greater reward. But to my mind, for most products at this point in time, broadcast should remain the core.


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