The slow shrinking of mainstream, one-size-fits-all; the massive growth of customization and personalization
Millions of people no longer watch TV, and many that do skip the ads with Tivo. Print newspapers and magazines are dying a slow and painful death (although a few smart ones have evolved and are thriving). Even web users use ad-block plus to skip the ads in Firefox.
How does your organization get its messaging out? Yesterday it was done through carefully crafting messages pushed out onto channels others had built – the ones I mentioned above. The ones that are becoming less effective and losing influence daily.
The old way was paying to use someone else’s monolithic channel. The world is obviously moving against this, it is one of the simultaneously most clear yet most ignored trends in communications. People scoff at the notion that the TV to consumer model isn’t forever broken. It is, and the world is not changing back. People who wake up from their mass media slumber don’t fall back asleep.