Marketing services are the new media

November 30, 2006 at 3:19 am 1 comment

 Ashutosh Srivastava

And the first group blogger is…drumroll…Ashutosh (Singapore). Always good to see the CEO lead from the front.

This is a nice quote in context of the big switch – and the new mantra to preach to all our media partners as we go about building our own activation capabilities. While some companies like Newscorp now profess to be in the business of ‘creating, delivering and marketing content’ and guiding consumers to what’s hot and what’s niche, others are still struggling like dinosaurs, unable to evolve their business models in a rapidly changing environment. They are still in the old world of printing newspapers and running TV networks and desperately trying to hold on to a rapidly dwindling stock of readers and viewers…  

“Media companies need to focus on leveraging their most important assets – relationships, engagement, and community. These are the new vehicles for marketing. Companies have these same assets with their loyal customers, but media holds the key to new customers. Its no longer about just delivering a message – it’s about leveraging the connection that media (be it New York Times, MySpace, Boing Boing, YouTube, Digg, or Google) has with its users, who are increasingly driving the media (and in the case of MySpace ARE the media). Its about enabling people to discover and connect with brands through meaningful, entertaining, and useful content and experiences, which media companies, who should know their audience/users best, are ideally positioned to facilitate”

Read more on this from Scott Karp 

Entry filed under: world.

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