Five Future Looking Trends in Media and Marketing -- Trend 2
I've written frequently that "change" is an over-used word. In a business plan I wrote in 1980 when I was an executive at CBS-TV, I emphasized the need for change, as emerging technologies such as cable impacted our businesses and revenue models. Before and since, there has been non-stop change in the media and advertising business. Do you remember any time in your career when change has not been an industry mantra? "Transformation," "Transition," "Reinvention." All over-used and redundant. But today, unlike just a few years ago, patterns are emerging that inform us how to change, that empower us to form a reasonably reliable vision for the future, and to adapt our businesses and revenue models accordingly. Here are five future looking trends in media and advertising that we can confidently incorporate into our strategic planning, organizational restructuring and investments.
REINVENTING CONTENT
- Multiple news media will integrate their news collection and publishing around a collaborative content aggregation service. The focus of independent full-service news providers will shift to long-tail content development, social media, native content and branded journalism.
- Branded journalism and native content will gain value, but only when the media brand has equity value to the marketer.
- Marketers will focus on their messaging on story-telling and narratives that can be delivered in creatively relevant content. Advertising based on a "Story Well Told" will re-emerge as a marketing priority.
- Back to the Future: a growing focus on sponsorships, billboards, content ownership, and advertisers' association with media brands across multiple distribution platforms.
- Marketers will develop content-focused business partnerships with studios and media companies. We return to yesteryear, when almost all content was branded by an advertiser.
- Traditional bundled media distribution packages will disintegrate and re-integrate.
- Supply of high-engagement media inventory will decline.
- Supply of low engagement media inventory will exponentially increase.
- Marketers will place increased focus on and investments in local community media that have meaningful local vendor support resources and services.
Read the other trends here:
1 - AGENCY AND MEDIA REALIGNMENT AND REINVENTION
3 - NEW OWNERS, NEW PLAYERS, START-UP BOOT HILL
Jack Myers
Media Ecologist, Founder: MediaVillage and Advancing Diversity Hall of Honors Jack Myers is a media ecologist and founder of MediaVillage, the media and advertising community’s leading resource for market intelligence, education, business connection…
