...(Subtitled) Or at Least Marketing as We Know It!
But first, since this is my first blog post as a Forrester analyst, I thought I'd make a quick introduction. I'm Augie Ray, a new Sr. Analyst of Social Computing serving interactive marketing professionals. Prior to joining Forrester's Bay Area office, I was a Managing Director at Fullhouse, a social and interactive communications agency in Milwaukee, WI. I'm very excited to be part of the Forrester organization and eager to help clients with research, data, and consulting on the profound and exciting changes underway with Social Media Marketing.
The terms "earned, owned and paid (aka bought) media" have become very popular in the interactive marketing space today. In fact, taken together they can be applied as a simple way for interactive marketers to categorize and ultimately prioritize all of the media options they have today. Nokia was an early pioneer in this space (see Dan Goodall's posts on the subject). They now categorize all of their global interactive media as earned, owned or bought. Many agencies, including R/GA, Critical Mass, Sapient and Isobar (my former employer) also use the model to help develop digital strategies. On top of that, many industry leaders such as Pete Blackshaw, Fred Wilson and David Armano have written about the subject.
Yet as popular as these themes have become, they're often loosely applied across the industry and essentially no one is speaking the same language. Therefore we just published research defining each type of media and providing interactive marketers with prescriptive advice on how to best apply them. Here's a summary of how we defined each type of online media and their roles:
We have just published a report examining the digital music adoption patterns of the different regions around the globe. While there are pockets of sunshine, the overall picture indicates that making money from digital music is tough everywhere. Europeans for instance are quite savvy in both online and mobile music activities but have yet to start buying digital downloads in meaningful numbers. In the US, which took the lead early on in online music activities and paying for downloads; adoption is starting to plateau even before hitting mass market. And across Asia, mobile is king but piracy is and will likely remain a big issue in all but a few of the countries.
I also happened to be in India, part of the time that I was writing this report. Here are a few observations on digital music adoption in India:
Some of you may know that I started my career in interactive marketing at Advertising.com, now part of AOL Media. I have a soft spot for the "good kind" of ad networks, those who keep the advertiser and publisher interests in mind, who strive for good quality advertisements and content, and who have killer optimization and targeting technology. I have always looked at ad networks as a key technology driven service who fills important needs for both the buy and sell side.
"Dear book industry, I'm so sorry to tell you this, but your books really aren't worth $25. Just like newspapers weren't really worth what people were paying for them and magazines, either. And CDs, and DVDs."
I caused a bit of a fuss last week when I blogged these words here, or in a mirror post on Paidcontent.org. This has been one of the most commented and tweeted posts I've ever offered and much of the feedback centered on this question: was it fair of me to drag the price of books down?