PowerPoint Presentation

The Challenge for Marketers in the Modern Media Environment

Zilin Chen and Kevin Daum

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Pre-Web Marketing

Few SourcesPublishing and Journalism FocusEyeball Based RevenuesUn-measurable Engagement

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Limited sourcesExpensive costUn-measurable engagementNot everyone can do it2

Pre-Web Media

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Data base ManagementDesktop Publishing

80s-90sIntroduction about the pcEasier for small business to do it professionally3

Core Production Competencies

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TextAudioVisualLive

NowadaysEveryone can do thisSo easySo cheap less than 25,000So professional

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Rise of the Content Creators

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Distributions Everyone can make the content available on all the mediums all over the world

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How Do Marketers Keep UpStartups 2004 - 20142004 FacebookVimeo2005 - YouTubeBoxReddit2006 - HubSpotMarketoTwitter2007 DropboxLiving SocialIndiegogo

2008 GrouponSpotify2009 Square2010 InstagramWhatsappPinterest Viber2011 - Google PlusWeChatZoom2012 - Kickstarter2013 Snapchat2014 - Periscope

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Past decadeAll these 24 media cmpanies comes in and bring new challenges for the marketers to keep up

2007 iphone comes out2012 youtube popular6

Marketing Mary Has a ProblemToo much contentToo many formatsLower tolerance for boring

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500 business blogs per minute300 hours of video uploaded to YouTube per minute39% of European countries use at least one type of social media

30,000

Marketers became Content Producers.

Journalists became Marketers.

Technologists became Content Creators.

Artisans were cast aside.

Consumers were left not knowing what to consume but wanting what they want, the way they want it, when they want it.

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Competing For Attention

Curation

Accessibility

Entertainment

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Curation

Brands offer Credibility

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625,000 daily print payers1 million pay-wall subscriber2013: 12 million monthly page views 2016: 40 million monthly page views

Subscriptions NO.

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Access - Media FormaticsTextAudioVisualLive(Bodies in the same place)ArticlesBooksBlog PostsColumnsEmailPPT DeckSocial MediaNewsletterWebpagesWhitepaperAppearancesAudio booksAudio series ChannelsLecturesMusicPodcastProgramsSound-bitesAppearancesCommercialsChannelsGraphicsGamingProgramsPhotosVideos IndividualWebinars (1-way)Workshops Online (2-way)ConferenceEventsSeminarsSpeechesWorkshops

Copyright 2016 Kevin Daum

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Entertainment

ZILINCHENMashable, founded in 2005 by Pete Cashmore, created an in-house video unit last year to produce series for its website, social networks and a growing list of companies interested in the short-form video medium

Time Warner Inc.s Turner division led a $15 million funding round for the news website Mashable

Turner and other media companies are looking to digital publishers to reach younger audiences that may not subscribe to cable or satellite TV

Mashable story11

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