The iPad will be an important new channel, if Media evolves

It's not a TV, nor a PC, nor a Smart Phone and nor is it a Netbook, but some off all the above at the same time.

And when Steve Jobs sunk into a couch to show-n-tell, it was also the hint of who it's being primarily targeted at - the couch surfers.

Big iPad media deals are yet to be announced. The media industry that stumbled badly on the web,  a second chance through a device that can bring to life the mobile internet. They will however need to work to adapt their products & services and experiment.

Unlike content one got through the PC, in exchange for eyeballs and email address, I'd be willing to pay for customized content I value &  primarily for the ease of access & use. Steve Woznaik navel gazes, and puts it across nicely in just 90 seconds:



I also see the iPad as an option for publishers to sell & facilitate interactive experiences. TV broadcasters tried this with interactive TV, but failed as they were attempting to change passive couch behavior. But then, to start with the iPad is targeted at the couch surfers and we'll know soon.

The Changing Consumer Decision Journey

In June 2009, McKinsey released survey findings of research efforts to audit purchase decisions of 20,000 customers across the US, Germany & Japan. Called “The Consumer Decision Journey” it advocated a change in how marketing should change in response to how consumers were reaching outside the funnel, changing the way they research and buy products.

The summary of the findings, with credit to McKinsey, were IMHO, as follows:

• Increased new channels and constant barrage of advertising, had led consumers to choose few brands/category than spends would suggest.
• When consumers are ready to start the decision process, ignited by a new need, they actively look for information rather than wait. Digital channels have primarily driven this change.
• The funnel now is circular rather than linear

• Being in the initial consideration set is no guarantee you will remain there. Your weakest link, is most likely to let you down and you need to have focused plays across stages of the decision journey
• Finally, it’s not a must a marketer needs to invest at every stage of the decision journey. Insights, budgets and brand’s priorities can be used to build more focus into the investments.

In the last 6 months since the piece was published, I have constantly thought of this framework to base a few of my interactive marketing strategy recommendations. Even if we haven’t gone through the whole of the research & implications with clients, the logic resonates and sells itself very well when we explain our recommendation  – This is where you are - this is where you want to be- these are how consumer decisions are being made - this is what we recommend you do - this is how we will track impact.

And more importantly, I have kept a track of how I am making buying decisions, and it’s not far from the truth.

The Consumer Decision Journey is a fascinating piece of research finding, if you have a McKinsey Premium membership. If you don’t, you the abridged version is a great start.

Interactive Marketing OR Digital Marketing?

I just completed a good 10 years in Interactive, starting with humble banners ads to support IBM's Network Business campaigns in the late 90's - to today working across platforms & tools to design, test & measure Digital Marketing efforts covering Campaigns, Websites, Online Display, Email, Search, Social Media & Emerging Channels.

A recent read of a post by Colin Drummond, is inspiration for this short post to clarify misconceptions around the terms, “Interactive Marketing” & “Digital Marketing”.

• Interactive Marketing is NOT the same as Digital Marketing and not to be used interchangeably. I agree.

•  Interactive Marketing (thanks again Colin) is two-way communication, users and creators inter-dependent, the total experience not nearly as useful, interesting or entertaining if it’s only one-way. When Interactive Marketing is executed via Digital Channels, duh! it’s Digital Marketing.

But this interactivity can and should be extended across channels.

Good Interactive planning should encompass using insights/learning to define clear end goals, flows and  interfaces to facilitate two way interactions that aid completion of these goals - channel & technology agnostic.

Needless to say, measurement of key performance metrics of this 2 way communications across the decision journey & goal completions is a given.