by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : 2008 Intelligence
Position Vacant JohnButterworth, CEO,AIMIA says the lack of quality people is still the main issue in the digital space. In the last edition of MT+S you said that the biggest threat to the industry was the lack of quality people. Is that still the case? If anything it is a hundred times worse. It is really all about the sheer growth in the industry. There are several things aff ecting it. One is the fact that we have full employment in Australia, so every industry is suff ering at the moment. The second is the relative newness of the industry. We don’t have the educational structure to pump out graduates who are actually job ready. Universities take a while to get new curricula going and by the time they do, things are changing so quickly they are already out of date. It’s systemic at the moment, the problem with skills. It is absolutely the biggest problem we are facing. How is the rapid growth in the sector being handled by agencies? There is very rapid growth, and it’s not the agencies fault because human beings are naturally cautious about these things. We have a long way to go before agencies really grasp what is going on, and by the time they do, there will be something completely diff erent. The challenge is not the fact that things are changing, it is the rate of change. It is a bit unknown where it is going to end up, so I can understand agencies being a little cautious about these things. What tends to push this though is the advertisers. Things like search started out because certain advertisers, particularly those in the financial services market were willing to give it a go, and discovered that it works really well. Where does mobile fi t into the mix? Mobile has traditionally been a direct response mechanism to SMS promotions, ringtones and that sort of thing. That is a very short lived part of the cycle for the simple reason that we are moving towards mobile internet becoming the dominant mechanism. Already Hutchison has mobile connectivity where you get 1 GB for $20. You will see the others starting to do the same thing. It is following the same pattern as the internet. The main diff erence to the internet, is that the mobile carriers are involved. The carriers knowfar more about their customers than we do from an internet perspective. There are about 600 ISPs and you can never know quite how people are connecting, whereas with mobile, you have to connect through a carrier. From a marketing perspective that is really interesting, because there is so much more information about users. What will 08/09 mean for advertisers in the digital space? There is no question that there will be more digital advertising activity. There are more and more opportunities for advertisers, and they are going to be forced in some respects, because that particular demographic which is online or engaged digitally, isn’t going to be going backwards. The other thing of course, is that they are getting older and there are new generations fl owing in behind them. I don’t think you have any choice if you want to reach this generation. Newspaper ads and television ads aren’t going to fi nd them. So whether you like it or not, the only way is up with digital advertising. What sort of trends are we going to see dominating the digital space in the next 6-12 months? There will be an extension of the user generated and social media content that we are seeing at the moment. It is consuming so much of people’s media time, and they are fi nding it so useful for a variety of reasons. The next big thing for a few years is this sense of connectedness that is coming through all of these social media sites. MEDIA Trends + Strategy 55