Three times puffed: mass media instead of mass media

Greg Peters, Chief Product Officer of Netflix, summed up his phrase “Great stories can come anywhere and everywhere, as long as we make the right story for the right person and make that a great experience” Lecture together at the Web Summit in Lisbon. The vision: Netflix as the place in the media jungle for the best formats in the world, with the best user experience and the best opportunities for producers to tell their stories.

Currently, however, Netflix is ​​just one of many providers, and the likelihood that ever again a single medium will serve as the main medium – emblematic of the campfire of the nation or even the world – is rather unrealistic. However, Netflix, Amazon Prime Video and YouTube represent a fundamental shift in media usage that has taken place over the past decade: the age of mass media is coming to an end.

Also interesting: Three times puffed: The triumph of the story function


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The age of the mass media comes to an end (Photo: Getty Images)

My grandma and Netflix will not become friends anymore. But for my parents?

My grandmother likes to watch TV. However, she celebrates her 100th birthday in February and before the Internet became an issue in the 1990s, she was not really interested in the entertainment innovation “VHS cassette” – there was already television.

Things are different for my parents, who are regular users of Amazon Prime Video in their mid-60s, even though the majority of media use falls on classical television for both. And so there are many regular viewers of classic TV in all age groups, but they get less as they get older and consume more irregularly.

Television is just one more medium among many and the big winner is the consumer, because the selection of excellent formats across all media types has never been greater. In addition to the major media brands, the Internet has also provided tools and platforms to thousands of micro media and content producers to tell their stories. Whether on YouTube, Twitch, Instagram TV or as a podcast on Soundcloud, no matter how small the niche – almost all of it is usable regardless of time and place.

Despite high complexity: fragmentation as an opportunity for agencies

A fragmented use of media on the consumer side means for marketing an almost unmanageable number of touchpoints in the consumer journey. This development is reinforced by the already long-lasting trend towards maximum individualisation of the lifestyles of consumers with high demands on the personal relevance of products and services. “One size fits all” is not enough for a long time.

The complexity of marketing has now reached levels that can no longer be handled without experts at all interfaces – from the strategy to the technical implementation – and with high efficiency pressure everywhere. On the other hand, as a marketer today, you have a gigantic set of touchpoints and technical solutions to reach every target group segment with exactly the right message at the right moment.

AI-supported budget and channel derivation as well as programmatic modulation via all media channels make it possible. At the same time, stumbling blocks continue to lurk along the way – little comparable metrics between channels and platforms, more regulation of accurate data collection and large-platform game rules for their walled gardens will keep agencies busy longer.

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Marketers in the Touchpoint jungle: stay calm, try things out, learn.

If you do not have it easy as an agency in the highly fragmented and complex marketing jungle, you honestly do not want to be in the skin of the customers who are responsible for the marketing. The board calls for lighthouse projects for the brand image, the sales team wants to sell, the CRM team needs leads and the product management caters to the trend towards consumer customization with always new line extensions that are to be brought under the people.

And all these requirements should be fulfilled, preferably at the same time and for less budget. And then the old-fashioned and successful measures begin to lose their efficiency; Whether it’s target group penetration, short-term reach, or advertising impact, using a medium alone today will make it difficult.

Also interesting: Content Marketing: How do you actually measure success?

Nevertheless, the recommendation can only be to not let go crazy. You do not have to sign up for every new touchpoint right away, and you have to adopt the proven measures overnight. Instead, multi-channel planning and optimization, maximizing the impact and maximizing the strong channels. The success of making handfuls of KPIs that really matter measurable, instead of losing yourself in thousands of metrics. ROI and Contribution instead of Last Click and Cost per Order.

Start in the customer journey at the beginning and invest in attention and image rather than just skimming it off. And last but not least, consider the users’ attention as a rare asset. Great brand stories will emerge in the future as the sum of many small, coordinated measures.

About the author: Alex Turtschan has been a passionate nerd since childhood and has been working for over 10 years in the Serviceplan group on consumer, market and technology trends and their impact on digital marketing. Currently as Director Digital Strategy.

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