Audiences have become smaller – and they have more choices in a fragmented media landscape. Today, our informed customers aren’t happy to blindly consume what mainstream media is feeding them. Instead they want:
To get this, they are turning to
Social networks LinkedIn, Facebook, MySpace, Xiaonei, etc.
Microblogging Twitter, Jaiku, TaoTao, etc.
Digital content sharing sites YouTube, Flickr, Todou, etc.
Shared content creation networks Wikis, message boards and BBS like Qzone, etc.
3-D and 2-D virtual networks Second Life, HiPiHi
Collaborative publishing platforms blogs, podcasts, etc.