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 

Advertisements

Entry filed under: world.

Nike’s world record ad campaign in China What Japanese women (don’t) want

1 Comment Add your own

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 )

Twitter picture

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

Facebook photo

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

Google+ photo

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

Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed


the big switch of control – from companies to people

MindShare's unofficial uncorporate Asian blog

asia:media:stuff

How to earn prime-time when you can no longer buy it

Monthly archive


%d bloggers like this: