Tobi Elkin, éditeur de MediaPost Communications fait un constat extrêmement intéressant à l'occasion de la conférence organisée la semaine dernière par l'American Association of Advertising Agencies.

Quelques extraits de son texte A Change Will Do Us Good:

• Change owing to a variety of factors including the proliferation of media options, media fragmentation, emerging technologies, and the 24/7 nature of the Internet. All of these factors have led to perhaps the most salient fact of all - increased consumer control.


• While each form of media has its idiosyncrasies, distinctive features, benefits, and rules of engagement, it is increasingly the case that media integration is the name of the game.


• Online media cannot go it alone any more than TV, while continuing to attract the lion's share of marketer dollars, can continue to claim it is the most effective driver for brand awareness, sales, or any other criteria.

Categorie(s)/Catégorie(s): Techno et Web

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