Introduction
Welcome to the fourth edition of The
Insider, MediaCom's external communications programme designed to
help advertisers understand the latest trends and topics in the
media industry.
This Insider is themed around
"The Consumer" and the way that technology and
digital platforms are simultaneously helping and challenging brands
to find new ways to talk to them.
It looks at the switch from reach to
relationships and the best way for brands to behave in this space.
The programme will answer three main questions, which advertisers
should be asking themselves right now:
- How does the consumers' power to edit and
select the messages they receive affect your communications?
- How does the increasing role that
technology plays in determining what consumers see, create a
barrier for your messages?
- What kind of relationship do you want
with consumers and how should you behave to make sure that's what
happens?
The topic
background
Consumers have more power than ever
and brands need to switch from focusing purely on reach to building
relationships; relationships that will help them earn access to an
increasingly networked world. That much we already know but it's
increasingly becoming more complex than that.
In a world where consumers' personal
networks and behaviour online start to change the information they
receive and where technology also acts to highlight only certain
content, this Insider will explain why brands have to look much
more closely at what consumers really want.
The Insider addresses the
technological and strategic challenges of actually getting your
message to consumers, highlighting the way that empowerment creates
new business models and the new netiquette of consumer
conversations.
In the articles below, MediaCom's
insight leaders discuss the rise and role of video chat, the
importance of engaging with mobile, how to enhance the consumer
experience of sport and why device neutrality must now be an
essential part of your planning process.
Follow the links at the bottom of this
page to access the articles.
Webcast
Rise of the
Empowered Consumer: How to reach audiences in 2012
with brand guru Martin Lindstrom
Tuesday, 31 January @ 4:15pm GMT
In this webcast,
world-renowned marketing guru Martin Lindstrom
will be going head-to-head with MediaCom expert Matthew Mee to
unpack the consumer question and identify what advertisers are
doing right, what they are doing wrong, and what they need to do
more of in the future.
Lindstrom is the author of six
best-selling branding books including Buyology, Brandsense and
Brandwashed. A world-renowned speaker, he has travelled the world
dispensing his brand of wisdom to top executives at companies such
as McDonald's, Procter & Gamble, Microsoft, The Walt Disney
Company and GlaxoSmithKline, amongst others. His personal global
audience is estimated at over a million people. Lindstrom is also a
columnist for Fast Company and TIME and continues to feature in the
Wall Street Journal, Newsweek, The Economist, New York Times,
BusinessWeek, The Washington Post, USA Today and numerous other
publications.
The session will be moderated by media
expert Charlie Crowe, CEO and Founder of C Squared. Charlie
joins us for a third time after successfully moderating our
webcasts on the Future of Marketing and on the Future of TV.
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industry.
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to the Insider programme, click here to register for this webcast and to
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