Trends for the Digital Age

Attention is shifting away from traditional mass media to online niche offerings
TV viewership is at an all-time low as consumers spend more time online. The rules have changed and the old guard is out. Money is flocking from carefully controlled, expensive media conglomerates to the more measurable niche channels of the web. With targeted segments, measurable results, and infinite channel space, this trend offers SMBs the opportunity to redefine video advertising and compete with the big dogs.

The long tail saves the starving artist
Driving growth for aggregators AND artisans, the long tail is changing the marketplace and creating new lifestyles never possible before the web. Bands are shedding record labels, painters are ignoring galleries, and writers are self-publishing, all with huge success thanks to personal connections with their "true fans."

Outdated Copyright and Fair Use Laws MUST be rewritten for evolving market models
The ongoing war - both online and in the courtroom - between IP creators, consumers, and inspired fans has got to stop. The excessive degree to which companies try to protect their brands actually ends up killing them by turning their customers and most loyal fans (marketers) into criminals. And the letter of the law stifles creativity in its minimalistic views of fair use. Clearly this heavy-handed protectionist policy can't last, a compromise built on the new methods of distribution, production, and use of intellectual property must be reached soon before the language gets too twisted.

Companies cannibalizing their customers
The line between customer and company is getting ever so blurry. The relationship is no longer top-down provider->consumer, marketer->recipient. The message is not a straight line, but rather an on-going conversation among a community of passionate peers interested in success for themselves and the company they support. Why then did the VP of Communications for Creative publicly threaten a popular fan who kept the company afloat by creating Vista compatible drivers for its sound cards? Companies need to realize the power of these consumers and treat them as allies rather than competitors.

Who owns digital goods
Digital ownership is a huge hot-button issue as the RIAA and MPAA seek to protect their (outdated) value models through digital rights management. Companies claim ownership over their products after purchase, and seek to tell consumers when, where, and how they can use and share their products. Customers aren't buying it any longer, and history has shown that legal propaganda and technological security solutions are quickly bypassed. The best solution is to let go and ride the wave of popularity, seeking to create value elsewhere.

Value creation in digital goods
Artists and record labels are quickly learning the value of their craft isn't in the bytes of data that make up an MP3. When products are easily and infinitely duplicated and shared, they essentially become commoditized. Companies and individuals who produce these commodities must account for this trend and provide another source of value for its customers (through services or unique experiences) or risk becoming obsolete.