Comment on digital media, the opportunities, challenges, and pay-offs is largely made by people engaged in the business, and they are different.
In a previous life, I dealt with a series of advertising agencies in the great days of the radio/mag/TV triumvirate of advertising, spending a “shedload” of money.
In those days, the personnel engaged in the industry all seemed to live, work, and play east of St. Leonards (in Sydney, Australia), while most of my consumers lived west of Lidcombe. Whilst these may locations may not be as different as night and day geographically, there were fundamental demographic, ethnic, cultural, and economic differences that, had to impact on their consumption behavior, and the manner in which they consumed and responded to advertising.
It is a reasonable assumption to think that the democratisation of media enabled by the internet would change these demarcation lines, at least blurr them, but instead they have seemed to have redefined them as obsessed, or otherwise by digital media, as noted by Bob Hoffman.
Consumers use the net as a tool, and like all tools, they use them differently depending on their skills, inclinations, experience, and where they are. However, the tool now understands how, where, when, and why it is being used, by whom, and responds accordingly. In this terrific post by Avinash Kaushink, consumer purchase behaviour, and the manner in which the data can be leveraged is examined, with Ash’s usual forensic eye.