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IBM: New Media

IBMIBM’s Institute for Business Value Study released a report analyzing the effects of “new media” on the existing media industry. IBM offers 10 general recommendations, starting with “Put consumers at the center of your business and your boardroom”, continuing through “Leverage Virtual Worlds” (eg Second Life), and ending with “Create a flexible business design”.

Of special interest is the recommendation “Invest in interactive, measurable advertising services and platforms”. IBM’s view is that today advertising systems are a piece meal approach, without sufficient overall coordination, management or measurement. Moving to more streamlined processes, and integrating with an Customer Relationship system give the media companies a chance to “substantially improve their brand impact.

Download the full study HERE

09.03.2007    Tags:
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