Glöm allt ni lärt er om marknadskommunikation

Glöm allt ni lärt er om marknadskommunikation och annonsering. Ja, den slutsatsen drar IBM av sin senaste undersökning av 2400 konsumenter och 80 marknadskommunikativa experter. Jag kan tänka mig att det uttalandet upplevs som väldigt provokativt för marknadskommunikatörer i största allmänhet. Och personligen så kan jag väl tycka det är en aning överdrivet. Men IBM menar allvar. I sammanfattningen till sin rapport så inleder de med följande:

“The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked. Our research points to four evolving future scenarios – and the catalysts that will be driving them. Traditional advertising players – broadcasters, distributors and advertising agencies – may get squeezed unless they can successfully implement consumer, business model and business design innovation.”

Mattias Östmar PRFektbloggaren tillika experten på mätning och utvärderinga av PR i det nya medielandskapet, kunde av rapporten snabbt konstatera att affärslokigen sett ur hans perspektiv radikalt förändrats.

Själv ser jag det ur ett kommunikationsperspektiv, och kan liksom Mattias återigen konstatera att ingenting kommer att bli sig likt.

IBM kan av rapporten urskilja fyra faktorer som omkullkastar historien:

Attention – Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world, as they continue to shift their attention away from linear TV and adopt ad-skipping, sharing and rating tools. Our survey suggests personal PC time now rivals TV time, with 71 percent of respondents using the Internet more than two hours per day, versus just 48 percent spending equivalent time watching TV.

Creativity – Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models (e.g., YouTube, Crackle, Current TV), amateurs and semiprofessionals are now creating lower-cost advertising content. Our survey suggests this trend will continue – user-generated content sites were the top destination for viewing online video content, attracting 39 percent of respondents. Further, established players, like publishers and broadcasters, are taking on traditional agency functions and broadening creative roles.

Measurement – Advertisers are demanding more individual-specific and involvementbased measurements, putting pressure on the traditional mass-market model. Twothirds of the advertising experts IBM polled expect 20 percent of advertising revenue to shift from impression-based to impactbased formats within three years.

Advertising inventories – New entrants are making ad space that once was proprietary available through open, efficient exchanges. As a result, more than half of the ad professionals polled expect that open platforms will, within the next five years, take 30 percent of the revenue currently flowing to proprietary incumbents such as broadcasters.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: