Comments on: Forrester Research Report Shows How Far Digital Media Still Needs to Go

By: Greg

Greg — Mon, 03 May 2010 07:37:18 +0000

Terence,

Some very good points. Thanks. Although in this case, I do believe that Forrester was quite shamelessly shilling.

btw. I like your blog and added it to my favorites.

- Greg

By: Terence Chan

Terence Chan — Mon, 03 May 2010 07:04:46 +0000

“By that time, things will have converged so much that present definitions won’t make any sense anyway”- your ending quote pretty much sums it up. What is transforming rapidly is not just about what media types are being used, but how they are being used [collectively] to bring about an empowered and ongoing dialogue with customers.

This is never easy for a research company like Forrester to validify across the board since circumstances vary enormously by industry and category, and do not follow convenient proxies like spends.

By: Greg

Greg — Fri, 05 Mar 2010 05:20:26 +0000

Roger,

Yes, definitely something like that. Social media, for instance, has been weeded out significantly.

However, media is much more segmented and the barriers to entry for digital media are almost negligible, so that makes a difference. There will always be small media and large media, that’s what a power law distribution is all about.

- Greg

By: Roger Wilson

Roger Wilson — Thu, 04 Mar 2010 23:25:51 +0000

So you see something more like the PC business which had robust growth with far fewer players after the consolidation in the early 80’s. If we end up with big players offering big audiences to advertisers would they utilize smaller suppliers of specialized content analogous to the countless suppliers of PC software? Perhaps similar to all the suppliers of automotive parts and products dependent on the big mass producers.

By: Greg

Greg — Thu, 04 Mar 2010 19:36:27 +0000

Roger,

No, I don’t think the digital media will crash, and I’m not exactly sure it did the last time. The big losers last time around were mostly telecoms, although there were some high profile losers, the money involved really wasn’t all that great and everything bounced back pretty quickly.

I suppose the best analogy would be the automotive industry 100 years ago. There will be a few big winners and a whole lot of losers. As media converges, most new media companies just don’t have the content, sales and marketing skills to compete.

- Greg

By: Roger Wilson

Roger Wilson — Thu, 04 Mar 2010 19:15:47 +0000

“The digital media industry thrives on investment, not profits. ” We’ve seen this before. For example, PC’s in the early ’80′s and of the course the great dot.com boom. Will the growing demand create a softer return to earth or do you see a crash?