Left: The Future of Media Panel rounds off Day 1 at Forrester’s Marketing Conference.
I’m sitting in the front row here in Orlando at Forrester’s Marketing Conference. We’re talking about the “M”M world, no not the Mouse but Media. This closing panel is discussing the Future of Media. Moderator is colleague David Card, Annis Lyles, VP Media of Coca Cola, Greg Clayman, EVP of MTV, and David Verklin CEO of Canoe Ventures. David’s not taking any prisoners and is intending to make this a pretty tough panel, rightfully so, media is undergoing some serious changes.
David starts out showing that newspapers is struggling, from NYT, Rocky Mountain, and SFgate. First let’s start with the client side. Coke recalls the day when there were only three major media networks –now there are many. She focuses her strategy on consumers, and first starts with her kids. David, from Canoe has a focus on TV, and says “TV is getting back in the game”. How? to bring interactivity to the TV. He’s extremely optimistic saying that “TV is a platform”, and says he’s going to launch a new product in three weeks. I’m a bit hesitant to his optimism, but hey, I’m open to a briefing.
Annis from Coke brings us back to reality, but suggesting we should first collect information from our consumers. David suggests that we can use data to only show TV ads about dog supplies to dog owners. The panel debated over how to get this data, from a variety of sources, such as panels, existing data sources. I certainly hope they read my upcoming report on the Future of the Social Web, some of the answers are in there. David suggests that “the Internet has really raised our game”, and nods to how the benefits of search, and it’s ability to measure. Yet, he suggests that the accuracy and relevancy of internet ads are very low.
Moderator David Card fires a blow to the panel and says “What happens when consumers skip through advertisements on TV” The panels spins, rebalanced and comes back. David says that we’ve had ad skipping technology for years, called the “clicker”, nice counter. I didn’t hear any epiphanies out of the panel, not sure if they have a strong idea of the future of media, but hey, this is a very difficult topic.
A question from audience: “Why is new interactive ads on TV relevant? It’s still push, interruptive advertising” David suggests that interactive TV will provide new engagements for segments. Cooking shows are entertainment, and chefs are taking notes, instead, they’ll need new experiences to get recipes.
The final question from the audience? When does TV and Internet combine. Coke says “all media will merge” and says “it’s now”. Good answer. David from Canoe says 2011, “in next five years content will come across 3 screens” nice bold statement. Greg suggests 3-5 years.
David Berkowitz, who I’ve known for years, a top marketing blogger and practitioner is live blogging, see what he wrote. David always has to outdo me and has not 1, but 4 pictures.
I’m updating this post live
Steve Rubel and I exchanged emails early this morning. I asked him for his thought on how MicroMedia was taking hold. If you remember, Rubel was one of the fanatics of Twitter when it first hit the scene.
What’s really intersting is that Steve is modyfing the strategy on his blog, he’s going to be changing his strategy to accomdiate how media is evolving (well at least this month).
Here’s how Steve is evolving:
“So, net net, what does this mean? Well, by posting less on Micro Persuasion I actually am able to give you more. I am freed of the need to write here daily. This means when I do post on this site it is more substantive and meaningful and it incorporates my learnings from the conversations I have had elsewhere.
Further, micro blogging – especially because it is mobile – makes it easy for me to converse with a good number of you in real-time. This fits perfectly into a busy schedule where many days I use my iPhone more than I do a computer. It also flows with our growing need as a society for all that is brief.”
I, on the other hand, will not be changing my strategy on this blog, but will continue to make this my primary platform and continue to grow out those other tools.
Let’s hear from you, will you be changing your media, blog, or web strategy as things move faster, smaller, and more mobile?
Just got off the phone with a person doing research at a very large technology corporation, they are doing research for their website and asked me what I though websites would be like in 3-5 years as they are planning out their web strategy.
Here’s a summary of what I predicted:
1. content will be amorphous (content will take many forms and shapes, from RSS to widgets)
2. content will be ubiqutous (content will be access everwhere)
3. Communications are moving from asynchronous to real time
4. Existing corporate websites are irrelevant, and they will become community websites
5. Employees and customers will be communicating in real time, openly and collaborating on the live web. In fact, we’re starting to see some technologies already appear, like Facebook, Ustream (I advise them) and PublicSquare
6. Corporate websites will become more ‘human’ and employees personas will show through.
7. Online video will be a huge factor, either live, or archived
8. Corporate web marketing will spread way off the corporate domain to where communities have formed elsewhere on the web.
9. The truth that the brand is owned by those that are involved in the conversation will hold true
10. Corporations are media companies (even if they are not now) and employees and customers will be creating the media collectively
I gave a lot of concrete examples, features, and companies and technologies to look at, it was far to extensive to discuss here. In fact, each of the points above are already full blog posts that I’ve already written.
Love to hear your feedback, what do you think corporate websites will look like in 3-5 years? What did I miss?
As you know, I’m carefully watching the Social Media Measurement space (see all these posts), as that’s the precursor to improve a program, and also how companies measure value, and then increase budgets. I’m a corporate web guy, and I know how important measurement is to these programs. As you probally aready know, Nielsen has shifted it’s measurement from Page Views to Attention (PDF). Here’s a few discussions that I’ve found interesting over the past few weeks, I was saving these up, analyzing them, and looking for patterns.
Eight Meaningful Measures of Social Media
1. “Number of unique users
2. Returning versus new readers
3. Referring source statistics
4. Links from other sites
5. Google PageRank
6. The ratio of blog comments to blog posts (where applicable)
7. Total time spent on the site
8. The popularity of the content itself, which gets the most views”
Good start, but it’s leaning on the traditional attributes we already know. There’s a few that are missing from this, such as “Tone”, “Speed or Velocity of spread”, “interaction”, and of course any qualitative info that can be gleamed.
Yulia is doing some great analysis by trying to make sense of the various KPIs that could be measured during a program, she compares how different experts have different measurement attributes. Me? I say it varies depending on the type of goals you have setup.
Jeff Jarvis thinks forward in trying to understand what’s next after the homepage? He delves in to RSS, Blogs, and RIAs, do companies even need a homepage? That’s why I say the irrelevant corporate website needs to evolve.
I found quite a few juicy podcast interviews from Buzz Marketing for Tech, dive into there and learn more.
In a recent post, I listed out all the Many Forms of Web Marketing. In fact, there are over 40 of them!
I’ve put Widget Marketing in section 5F, under Community Marketing and Social Media. Why are widgets viable? The theory of modern marketing is to join the companies where the currently exist, rather than trying to build your own.
In this great article by Alex from Read Write Web; The Evolution of Web Widgets: From Self-Expression to Media Companies:
“Media companies see widgets as an important new method of reaching audiences both inside and outside their domains. It seems that widgets cover array of tasks ranging from brand propagation to instant transactions and customer tracking. In this post we will take a look at how web widgets have evolved from cool, viral toys of self-expression to important big media tools.”
In fact, Google is offering $100,000 to developers to build widgets, details from this Keynote of Marissa Mayer.
Web Strategies: There’s a few theories that you have to understand before you engage in Widget Marketing:
1) Web Marketing is not limited to two domains only
2) Content is Amorphous
3) Content is Ubiquitous
4) The savvy join communities where they currently reside
5) Many are content publishers, widgets reward them, keeping traffic on their sites, not yours
6) APIs and hooks into multiple widget platforms will be needed
7) Your website is Irrelvant, and must evolve
There’s an interesting program by the W3C to standardize widgets. Makes sense.
For a variety of reasons, I’m watching the online video space very closely, I see the web moving this direction: Richer media, near-real time, and content being amorphous, and ubiquitous (mobile).
I don’t have any insider information, but here’s my predictions for where Google will be headed for the online video market.
Predictions about Google and Online Video
1) Contextual Advertising
As I understand it, Google makes 80% of it’s revenue from the Search Marketing space, this is not going away. Google will apply a similiar model to Video over the coming year. Here’s how they’ll do it:
A) Contextual Video
If you haven’t noticed already, Google has been experimenting with a new player design. Just like the slick Apple OS, when a user puts the mouse over the video, other contextual videos will show up. This is contextual delivery of content. Just like text based Adsense, this will be offered to marketers who want to connect their videos with an existing channel or content creator. It’s mini-sponsorship.
B) Embedded Ads
In addition to just sponsoring contextually, Google (I predict) will acquire one of the companies that allows dynamic, embedded pre and post roll advertisements. What’s that? This means that a video can have a short and sweet advertisement, before, during, or after a video plays. The trick will to make it as fast as possible. The other way is to include text right on the video, making it clickable, see example.
What’s in it for the content creator? Just like web managers who deploy adsense, They get a cut of the money.
2) Video Previews on Search
We already know this is coming, see my live conference notes, it was announced that Google will allow video previews in Google results. I’ve got tons of session minutes from the recent Searchnomics conference.
3) Live Streaming
If you’ve been under a rock, then you’ve not heard of companies that provide live video web streaming like Ustream (I advise them) Blog TV, Justin TV, or Kyte.tv. I predict that Google will launch or acquire a live video streaming service on Nov 18th. Why then? It’s one week before all the families of the world will want to start connecting before the Holiday season. (The week after is Thanksgiving, an American Holiday) The world becomes more connected with free online live video streaming. This tool will evolve to a ‘capture’ tool that will feed into the Web Editor.
4) Free Video Editing Software
Just like Yahoo already has Jumpcut, a webbased video editor, Google will introduce a similiar basic Video editor. Coupled with Google docs, spreadsheet, and other tools, it may be an online or even desktop application that lets users quickly create video edits. This tool will work well with live video streaming as well as archived video. The true video prosumer emerges.
5) Video Search
Not news either, Marissa Mayer told us at Searchnomics that Google is already experimenting with voice to text search ability, as well as scraping closed captions (CC). So in addition to metadata, video content will start to get analyzed for better search and ad results.
This is the most critical. Advertising dollars don’t shift until measurement is in place. Google is already measuring their YouTube investment and it will continue. Social Media is different than other traditional broadcast methods, as users can interact with the content, talk aobut it, and then share it with others –it’s multi-dimensional. I expect Google to acquire one of these companies that measure online video. Oh yeah, has anyone heard what happened to Measuremap? which was acquired quite a while ago?
So there, that’s what I’ve been thinking about over the last few weeks, I see Google making some strong movements into this space, and here’s how I predict it will happen.
If you’d like to to talk to me further about this, (perhaps for an article) please leave a comment or email me