The shift of budgets from traditional media to more targeted forms of communications is accelerating. Clients seem to be less enthusiastic about mass media overall.
Recent Yankelovich research suggests that consumers are increasingly tired of being marketed to and are looking for new levels of authenticity and openness by the corporations they do business with. Aided by digital tools that allow them to compare products and services instantly, consumers are now in control of the information that leads to their purchase decisions. And this has broad implications for the advertising industry.
Agencies also must broaden their concept of “planning.” Mass-media thinking has dominated how account planning has been conducted. We are moving into an age of micro-targeting and consumer empowerment that changes the nature of the planning function. Needed are people who carefully track the constant movement of markets.
Howie comment: The relevance of these ideas to the blogosphere and political communications is obvious, isn't it?