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Geoff Ramsey, CEO and co-founder of eMarketer, is taking the stage to give us his assessment of TV v. Print v. Radio v. Online. He says, "The basic question is: why do we in business use statistics?" His answer is: "To convince others." To justify what we've already decided to do. OK, it sounds promising and Geoff is charismatically wandering about with his lavalier mike.
Five trends "Mega Media & Marketing Trends" are:
1. Consumer skepticism and resistence to advertising.
2. Increasingly the consumer is in control.
3. Media fragmentation is out of control.
4. Mass reach efforts are being complemented by improved targeting.
5.
Geoff Ramsey
To support these trends, he's brought forth the Yankelovich study done for the 4As that says, effectively, advertising is failing today. Also a quotation from Bill Gates about entering a new era of advertising: to an empowered consumer. Again, about half the audience raises its hands in response to the question about who has a TiVo.
Geoff brings up the same word that Peter used in the keynote "relevance." Specifically, how are you as an advertiser remaining relevant to your customer and your audience. To quote Yankelovich: 59% of consumers feel that most advertising has little relevance to them.
I can't blog this in real time because Geoff is way too compelling. I would rather watch and listen. Not to worry, he's offered to send the PPT to anyone who asks. I've asked and will post it here when I get it -- if he's cool with that. [LATER: He's not: they would prefer to keep distribution of this one a little more controlled.]
The presentation resonates with us here from Fetch because it's our story! His 92 charts and slides represent the first half of our Fetch argument and leave us to answer the challenge he raises. This is very reassuring. [I promise to post about -- with an overview -- Fetch if 20 of you (that means my readers will have to respond 10 times each ;-) ask for it. ed.]
Posted by Grayson at May 25, 2004 04:10 PM