How is Media Blending? — Join the Conversation
Media has always been organized into silos – until now. From TV, Radio, Print, Out of Home, Internet and Mobile channels to the various media types of Paid, Owned and Earned, digital technology is threading through these silos and it’s dissolving them.
As a result, brands must be more flexible about how they interact with consumers. Pete Blackshaw predicts media blending will be a disruptive trend in 2011. ”We’ll get smarter about maximizing earned media dividends from paid and owned inputs, and we’ll even start to dial up investments in service operations to get better “earned” dividends. TV buys will no longer be looked at in isolation of social-media echo effect.”
No Channels in 2011
As Netflix was added to the S&P 500 recently The New York Times was being removed. Netflix is in a constant state of iteration. The company streams videos to 60 percent of its customers and considers itself an online video streaming company that also mails DVDs. That’s a shift from their original model which has been cited as driving Blockbuster to bankruptcy. Netflix is catering to a growing group of consumers that are living off the grid by opting out of traditional services like cable TV and tapping into on demand services like Netflix.
Join the Conversation
What examples have you seen where media is blending?
How do you feel about this trend?
Where does content fit into the mix?
Join in and leave a comment below. We’re tracking examples of this trend and its impact on consumers and brands throughout the year and we want to discuss it with you. Who are we? We’re Empower MediaMarketing. Learn more about us and the No Channels project here.