The Gist

As the infra­struc­ture of the Inter­net has been solidly put in place and the tools to cre­ate dig­i­tal media dropped in price and in skills as a bar­rier to entry, the sup­ply of dig­i­tal media has exploded. Think YouTube, Pod­casts, etc.

Ori­gins

• Dig­i­tal infra­struc­ture has been put in place, is robust under nor­mal cir­cum­stances and is increas­ing in scope.
• Dig­i­tal con­tent cre­ation capa­bil­i­ties drops in price and skills required: cap­ture tools (hard­ware: dig­i­tal cam­eras, etc.) as well as con­tent edit­ing tools (soft­ware: the Apple iLife suite for example)

At Stake

Strat­egy: shakes the media indus­try value chain; impacts all media com­po­nents in other industry.

Mar­ket­ing: death of tra­di­tional adver­tis­ing; rise of social media.

Cor­po­rate: has to be taken into account for all KM and inter­nal mar­ket­ing efforts.

Action­able ?

To be updated.

Ref­er­ences

Umair Haque’s work (blog 1, 2, 3) is sem­i­nal as well as John Hagel’s one.