Personal Media revolution

There is no linear communication anymore: Today’s Consumers have stopped following the desired communication consumption path that most companies and agencies still dream of: From 30 Second Ad spot to going to the store, from receiving the direct mail piece to picking up the phone, etc. Consumers get their ideas, their desires, and their product interests from a wide range of media and information sources. It could start with an online game, or with a comment on a favorite blog, or a visit to a new store concept that surprises with its Japanese product assortments. Consumers don’t think and behave anymore linear but follow their own path of relevant message, right moment, and appropriate media.

Some call this phenomenon the personal media revolution where communication interaction paths are as diverse and expanding as never before in the history of mankind. Let me try to describe the key ingredients of this personal media revolution, away from Linearity:

• The volume of information grows daily; luckily the tools to search the information grow, too. It all can be summarized as the trinity of today’s Information world: More Information, more tools to make Information relevant, and more media to access and create Information.
• Everyone can be an Information Creator and Contributor. It has never been easier to create your own Information and share it with everyone across a multitude of media channels.
• The personal media revolution has not changed the power dynamics of relevant information for a bigger community. Most information is absolutely irrelevant beyond a small circle of friends and family that centers on the Information producer. Relevant Information is still linked with superior and exciting content paired with credible authority over the subject matter (e.g. LA Times, CNN, Wired).

This personal media revolution of non-linear communication patterns is not just driven by technical innovations but equally influenced by the cultural change from traditional communities (e.g. families, towns, and clubs) to media enabled groups fulfilling the need to feel part of a larger community. Personal media enables anyone to choose or create its own community. It’s non-linear communication at its best. Marketers of the world: Get ready to be part of it.