The era of media aggregation marketing is coming

This week, I attended a small seminar in Germany and had the opportunity to comment on the media aggregation. The famous author and thinker Henry Jenkins's definition of "aggregation" is that aggregation is a collection of content from multiple media platforms, and is a collaboration between multiple media industries and media audience migration behavior.

This is the most acceptable definition for the use of "aggregation" over the years, but it is also the most basic definition. This definition gives us the basis for building plans, products, strategies, and solutions, and we are thankful for that. At the same time, we need to study this further. In this definition, three main issues are discussed: Media platforms, media industries and media audiences.

Let's start with the platform. An indisputable fact is that future televisions, whether in the shops or in the home, will be connected to the Internet. Thanks to the launch of set-top boxes, gaming systems and Blu-ray players with network capabilities, many have done so. For television, browsing the movie catalog from the Internet and clicking on the button is a great experience. Like Http://www.aliyun.com/zixun/aggregation/9471.html ">hulu, Boxee and Skyfire, we found a lot of different media space compared to five years ago." Platform aggregation, I firmly believe, is complete.

The second is the media industry. More specifically, Henry calls it "collaboration between multiple media industries." Unfortunately, the collaboration between the media industry is not perfect. With the efforts of enterprises such as Roku, we are able to obtain content services from multiple providers. But, to be honest, Netflix's demand-for-movie streaming service is not perfect. Media owners, there is still a long way to go.

What about media consumers? They are still part of the core, they can access the service at any location. Still, media consumers in many cases have no other choice, because media owners cannot provide the service patterns that users need.

Now we're bringing people to a whole new media group, which is why people have Netflix on television, on the other hand YouTube, even Facebook and Twitter. People want to surround themselves with other users. They want to tell the world what they like and want to hear more suggestions. They want to know right away whether it is worthwhile spending time consuming some content.

Aggregate consumers are coming to us, it's not a single person. As marketers, we are in a good position to focus on aggregation because we can consider something other than content services on a device. Now, we have three elements: media platforms, media owners, and media consumers, all of whom are in the same space developing what we never expected.

(Original: May 14, 2010; Compiling: Song XI)