Beyond advertising: choosing a strategic path to the digital consumer

IBM has released a new report - it's a free download, titled Beyond advertising: choosing a strategic path to the digital consumer.

Aimed at media and entertainment company, the report is filled with great information for everyone interested in the changing consumer.

From the Abstract, here are some of the insights presented. The Abstract itself (and the report) go into all of these in greater detail.

Four primary trends blur the boundaries between traditional brand advertising and direct marketing:

• Consumer adoption of new distribution formats –
• A shift in advertiser spend –
  
• Digital migration of platforms –
  
• Emergence of new capabilities –

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New capabilities across four areas hold paramount importance as traditional advertising gives way to consumer centricity: creative, insights, collaboration and workflow.

• Creative –
  
• Insights –
  
• Collaboration –
• Workflow –