The new media gives the consumer a chance to satisfy fantasies, Frederic Joseph, Regional CEO, EMEA, Zed digital said while describing the Second life (a virtual world built by its residents) at a presentation on digital media at the Goafest 2007.
“The search marketing model is working well with the performance and ROI (return on investment) mindset of clients,” he said. The success of new media has propelled companies like Microsoft and Google to the top 5 companies (based on market capitalisation). In the age of media mutation, concepts of citizen journalism and blogging are gaining ground.
The digital world is driven by the price, ease of use and speed, felt Gregg Albright, Director, APAC, Microsoft Digital Advertising Solutions. “Speed of access coupled with surge of connectivity is making a big difference,” he said.
Sharing statistics, Albright said, “Interestingly, UK has reached a broadband penetration of 89 per cent. Moreover, its usage has a 26 per cent share.” The rise of social marketing is also giving rise to new models like Orkut, Wikipedia etc.
On issues of clickfraud and concerns of digital rights management, Albright said, “There is tremendous testing that is happening in this space.” Joseph said that this is something that Google will have to fix sooner or later. However he added that content sharing models like Youtube mostly get their revenues from advertising. This is also the reason why users are able to access content for free.
Youtube which is a model of video content sharing has also got into trouble on account of copyright violations. Recently Viacom filed a $ 1 bn lawsuit against Google and Youtube for unauthorised use of its programming.
While the digital world continues to expand, such issues may turn out to be a spoiler.