Erase everything and start over: PVRs, blogs, and Word of mouth: the consumer is now in control

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The scope of the change taking place is so great, we have to question everything, understand how it affects every aspect of marketing communications, and experiment with the new ways of communicating that technology has made possible.
These are electrifying times for consumers of all ages, who are discovering new devices and applications every day – many of them free – that give them anytime/ anywhere access to the media while letting them generate content themselves. These are bewildering – and stimulating – times for those in telecommunications, broadcasting, and communication.

Table des matières

Table des matières
First Cover	1
Acknowledgments	9
Contents	11
Introduction / Internet	15
The freedom of free	16
PVRs: Consumers in control	17
1-Setting the stage: Consumers in control in a digital world	19
Content generation by Internet users	20
You pay, you pick	21
Time, the scarcest commodity	22
What does this mean for advertisers?	23
2-PVRs, or power to consumers / The genesis of the PVR phenomenon	27
PVRs in Canada	28
A survey of our 1,100 employees across Canada	29
How long will PVRs stay bit players?	31
Understanding the PVR phenomenon: It takes time / Yes, solutions do exist	32
What does this mean for advertisers?	34
3-Rethinking marketing, and hence the media	39
The marketing of choice	40
Today’s top advertisers	41
Mega-advertisers at an advantage / The distribution network, a powerful medium…to reach customers	42
What does this mean for advertisers?	43
4-Targeting groups: New technology is forcing us to rethink everything	45
Target group determination: Skipping a step	47
Who are these people aged 50 to 65 that short-sighted marketers ignore? / Why this short-sightedness?	48
The one who has influence or makes decisions is not necessarily the one who pays	49
Determining the media target group is half the job	50
Odds of an ad being seen versus a consumer being engaged	51
What does this mean for advertisers?	52
5-WOM, Buzz & Viral Marketing: Today’s marketing scene	57
The best approach: Turn customers into promoters	64
What does this mean for advertisers?	65
6-Radio: A revolution begins	67
Streaming Internet audio	68
Radio Libre (Astral Media) / Satellite radio	69
Podcasting / What does this mean for advertisers?	70
7-Dailies have to change / Threat no. 1: The online edition / Habits versus generations	71
Threat no. 2: The free dailies	72
A new generation of readers	74
Readers who get information while being entertained	75
The winners and the losers	76
What does this mean for advertisers?	77
8-Digital signage is exploding	79
Digital display and captive consumers versus fixed display and consumers on the go	80
Interactive projection / Fixed signage	81
What does this mean for advertisers?	82
9-Magazines: The right message in the right place	85
In-house magazines	87
Circulation and number of readers per copy / International campaigns and websites	88
What does this mean for advertisers?	89
10-A new approach: Experiential marketing	93
Experiential toolkit	96
What does this mean for advertisers?	97
Conclusion: It’s only the beginning	99
Bibliography	103
Webography	105
Back Cover	108

Erase everything and start over: PVRs, blogs, and Word of mouth: the consumer is now in control

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