Evolution of Computing Driving Digital Media Growth
The evolution of computing is driving the growth in emerging digital media.
This was a key takeaway from an interview the Target Marketing Group conducted with Ramesh Lakshmi-Ratan, executive vice president and chief operating officer of the Direct Marketing Association at the DMA07 Conference & Expo last month in Chicago.
Ratan leads all core marketing, sales, customer services and operations of DMA's services units, including research, education, conferences and publication businesses, as well as its initiatives in interactive and emerging Media.
In a podcast posted here, Ratan said that the big digital marketing trends stem from improvements in computing over the past several decades.
Here are some highlights from the discussion:
"When [I] say computing, [I'm not talking about] computers [but] the creation, processing, storage of information and communication, he says. It's [also] the ability to connect people, machines [and] computers. These two things have been big movements that kind of have accelerated over the last couple of decades."
Ratan also notes that more people have access to the essence of computing and the essence of communications at a very low cost.
"The ability to create, process, store content [and] information and then use it to connect with others has [lead to great] improvement in terms of costs so that a lot more people can [do these things]," he says.
In terms of communications, Ratan says today there are deeper, broader and richer collections of capabilities enabled by a sequence of technologies that are following the aforementioned cost curve.
"Now, your [average] 54-year-old baby boomer can actually do things like program without technical capability, Ratan says, adding that today's tools also enable all types of people to capture video and put it on YouTube and become publishers."
In closing, Ratan says the big trend in digital marketing is consumer adoption of a whole host of technologies, both in computing and communications, that have drastically changed how consumers relate to businesses and to each other.
As a result, Ratan says, while "we spend a lot of time talking about business-to-consumer marketing and business-to-business marketing, we are seeing, I think, the emergence of the age of consumer-to-consumer marketing and consumer-to-business marketing."
For more podcasts, videos, news and information from the DMA07 Conference & Expo, visit Target Marketing's DMAO7 Web site at www.targetmarketingmag.com/index_dma07.bsp