Media is the transmission channels or tools used to deliver information or data.
Where does the creative media thinking live? :
Media is not JUST the technology, it is the ecology of all, the thinking behind.
Understanding the SHIFT of media.
Awareness > Consideration > Action
Marketing Evolution: Control > Shutout > Conversation
Fragmentation rules the day.
TV is no longer passive, it is an interactive media.
Intermedia co-evolution. (TV on your mobile)
Word of mouth doesnt actually use mouths anymore, much of it is electronic.
Think about the ‘media club’ from the consumer’s perspective. What media do they use.
Our appetite grows for media. The relationships might change, but generally you don’t throw it away.
Word of Mouse. Reading.
Exposure > Engagement > Influence > Action
Advertising today is about constantly INNOVATING your brand.
KPI: Key Performance Influencers.
The consumer path can direct the right result.
Peace. Love. Advertising.