Change factors in Communications

Monday, January 19, 2009

Communications and media are changing - and there is no turning back.

FinnMedia (Finnish: Viestinnän keskusliitto, VKL) has started a strategic initiative to identify the factors affecting media production and consumption. By understanding the change, organizations within the media business can control the change and react early.

The work is being done together with the key players in the media business, supported with market analysis and interviews with early adopters. Idean participates in the strategy work by facilitating seminars and workshops and analyzing the results.

The first strategy seminar identified the following factors driving the change:

1. The message will get through - targeting, delivering and measuring the impact of commercial communication will become more effective
2. Expertise will prevail - while the roles of the professional and the consumer mix, the importance of in-depth knowledge in the area of expertise will increase
3. Even the giants will struggle - the speed of changes in the business environment will force even the biggest players re-think their business
4. Constant regeneration - innovation is no longer an option, it becomes mandatory
5. Target groups become smaller - paying more attention to the special needs of specific user segments becomes more important
6. Ubiquitous advertising - marketing communication will increase in volume and will find new ways to reach it’s target segments
7. Media on demand - consumers become more demanding and require media to meet their needs
8. Networking is the key to success - partnering and turning competition into co-operation becomes essential

The results are based on the lead user research executed by Idean. For more information, see the full report on the FinnMedia site.

The strategy work will continue during 2009.

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