There is no doubt as whether the developed world has entered a new era. It is here to stay. Our time is that of digitalization and content sharing. The media industry is undergoing a digital revolution.

TV and radio networks, as well as newspapers are in deep crisis. There are less and less readers, less and less viewers, less and less listeners. The power is shifting to consumers. Increasingly so, they are getting accustomed to on demand and personalization. They can choose what, when and where, and they are losing the habit of sticking to TV schedules.

And as traditional marketing was so intricately tied to the media, marketing follows a mirrored pattern, and is also under deep transformation.

Here are attempts to synthesize all this:






So, does that mean Internet is killing the TV Star? Not sure. TV did not end up killing radio, but rather forced it to adapt to the new rules of the game. How will TV adapt? It is too soon to know.

What is sure however is that the transformations in the media industry have forced marketing to explore new techniques. Praised by a few agencies and brands, these new techniques have proven effective in communicating with the « new consumer », who has become more wise and well informed than ever.

However, companies that hire viral marketing agencies seem to have done so more as a trial out of curiosity, rather than with the intention of making viral marketing a pillar in their communication. If viral marketing has proven itself to be effective, why don’t companies massively adopt it?