Classic Media Vs New Media models

During my past few years observing the evolution of digital media has triggered a critical question in my mind: Why is there such a push to adapt the use of classical media terms and acronyms to the internet? Trps or Reach and frequency for instance?

If we are facing the new platform that enable consumers to engage with others as well as brands in such a unique and fun way, why do we need to stick to the past instead of evolving with our new realities?

Of course one can use old terms and use old techniques to measure efficiency and performance, but let’s not miss the point. The first stage of the internet advertising boom is over. Unfortunately the market became liquid too soon; therefore there was a tremendous destruction of value in just a few years. Any market always tends to standardization; everything eventually gets systemized and harmonized.

Once this happens the richness of innovation and targetization gets lost and the path for volume and trailblazing is open , this is when communication becomes a commodity and starts losing its value because it is less differentiated and engaging.

We are keeping ourselves in the comfort zone and of course the financial zone. For instance, we shall not overlook the power of targetization that the internet is offering:

A brand’s competitive edge in the digital arena may first come from exploring every dimension of the consumer so that communication plans and actions can be tailored as much as possible to fit the market realities. By knowing everything there is to know about those people, smart brands may sometimes be able to convert audience fragmentation from a problem to be overcome into a focused asset to be used as a competitive advantage.

Especially in an increasingly fragmenting digital media world, common content interests can be exploited in a media plan providing a bond that attracts an aggregated consumer group. Any activity that gets substantial coverage in the content of the digital media spectrum may offer such an opportunity to a brand. For instance, if either running enthusiasts or soccer fans have a high propensity to buy shoes, then each may represent a way to focus a shoe maker company digital buy on the most important segments.

Once again, there needs to be more focus in the consumer rather than in the acronyms!

Cheers.