New Age Media: We are on a right path!

It’s encouraging to note that, our position on the “New Age Media” is vindicated by none other than IBM’s “Global Innovation Outlook” (GIO) team.

Early this year more than 40 researchers from IBM’s GIO team took a study and research tour around the world and met 142 enthusiasts from 18 countries through a convention held in 9 cities New York, Los Angeles, Helsinki, Seoul, Mumbai, Shanghai, and London. There objective was to unravel the phenomenon of a fast emerging relationship between brands, media, context and content and how its changing the business world and the media world too.

The findings of the study is published as a report titled “ The New New Media- Global lessons on the future of media, content and messaging”. Following are some of the lines and statements made in the GIO report version 3.0.

“The worlds of media, content, branding, and messaging are changing so rapidly that it’s not unrealistic to think a startup could appear tomorrow and rewrite all the rules again by the end of this decade”.

The GIO report 3.0 states further, “ Innovation within the newly amorphous market segment of media, content, branding, and messaging is about much more than just the media industry. Today, the lessons the media industry is learning the hard way are instructive to any organization. Content is quickly becoming the commodity backbone around which contextual services can be built”.

“Change Is Good. In the evolving media landscape, opportunity abounds. The disruptions facing the media industry are instructive to any organization” quotes the report.

Essentially, the New Age Media provides the much required ‘engagement’ capability, which is meaningful to the customers. This context based engagement helps organizations to connect with the customers and provide her what she wants. Karen Becker of Autodesk states that,

“ Viral anti-marketing is engagement, as far as I’m concerned. We’ve embraced our toughest critics, engaged them in a dialogue, and addressed the issues they’ve cited. Our brand is stronger as a result.”
— Karen Becker, Senior Director of Corporate Marketing, Autodesk


So, that's it ! Influence and Engagement goes hand in hand in the process of building brand equity!


About Global Innovation Outlook: In 2004, IBM formulated a high powered team, comprising of researchers, consultants, business leaders to study, research and explore technology and business trends in the future.

The GIO is rooted in the belief that, in the early days of the 21st century, the very nature of innovation has changed. It is increasingly open, collaborative, multidisciplinary, and global. This shift means that the truly revolutionary innovations of our time — those that will create new markets, redefine old ones, and maybe even change the world for the better — require the participation and investment of multiple constituencies. The GIO challenges some of the brightest minds on the planet — from the worlds of business, politics, academia, and nonprofits — to collaboratively address some of the most vexing issues on earth.