Today’s media creators and consumer are having to transition from an economy of scarcity to an economy of abundance.
In our lifetime, video has transitioned from a 13 channel world to unlimited choice, practically all music is available at the click of a mouse, and the Wikipedia / Googlesphere allows most text-based queries to be answered in a few moments.
What all this means for consumers is virtually unlimited choice.
When confronted with this amount choice the consumer will instinctively depend on various filters to make their decisions.
Those filters are: Brand, Editorial (spin), Rating, Recommendations, Price, Availability and FUD (fear, uncertainty and doubt).
For organizations that need to deliver a message the important concept to understand is that all of these filters give a consumer context with which to make their decisions.
The opportunity for growth in this environment is by creating Context Platforms for helping people make choices in the ever-more-confusing media sphere.
The construction of all of components need to be designed and driven to take advantage of the intrinsic nature of each medium.
e.g. Websites will be architected with a semantic and viral design (conversational).
Messages will be crafted in a way for them to be easily consumed and redistributed (Publishable, Findable, Social, Viral, Syndicatable, Linkable).
Messages need to fit the format (physical and environmentally) into the lives of the audience, etc.
The value of a new kind of organizing entity is to insure that all of these concepts are included in the product’s scope and delivery.
About Peter Duke