You need a strategy for these digital trends

March 25, 2009 / Anthony Moor

IBM's clearly seeking to drum up consulting business, but a new study they have released gives a good case for what needs to be done in the content industry.

They identify four trends in the media business today:

consumer adoption of new distribution formats,
a shift in advertising spend,
digital migration of platforms and
the emergence of new capabilities due to moves by new entrants and existing players.

WorldScreen.com says the IBM study reveals a "'growing rift' between advertisers, consumers and content owners, as media companies 'struggle to keep pace with' new demands from tech-savvy viewers and marketers."

Does that struggle sound familiar?

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