Le jour de la fin du Mass Media

it's YOU

Comment dater la prise du pouvoir par le client, *révolution* des années 2000? Trois indices…

Indice #01. Baromètre de la grande consommation IFOP – Ineum – LSA:
44% des dirigeants estiment que leur stratégie publicitaire n’a pas été efficace en 2006.
Toucher sa cible et délivrer son message… du transactionnel au relationnel. Les mécaniques de “Spray & Pray” ne fonctionnent plus.

Indice #02. Baromètre IPSOS-Australie (c’est une Agence de publicité) sur les français et la publicité:
en 2005, pour la première fois, la part des “publiphiles” ― 37% des Français ― est moins importante que celle des “publiphobes” ― 43%.
Fin 2006, 75% des français jugent la publicité envahissante ― 50%, dangereuse.

Indice #03. You — Yes, You — Are TIME’s Person of the Year.
After Gates, Bono, Bush, Giuliani, Bezos, Einstein, Mandela, Rabin – Arafat, … “Person of the Year 2006”: it’s YOU.
For seizing the reins of the global media, for founding and framing the new digital democracy, for working for nothing and beating the pros at their own game, TIME’s Person of the Year for 2006 is You.

It’s a story about community and collaboration on a scale never seen before. It’s about the cosmic compendium of knowledge Wikipedia and the million-channel people’s network YouTube and the online metropolis MySpace. You can learn more about how Americans live just by looking at the backgrounds of YouTube videos. Reuters is carrying blog postings alongside its regular news feed.

The new Web is a very different thing. It’s a tool for bringing together the small contributions of millions of people and making them matter. Silicon Valley consultants call it Web 2.0, as if it were a new version of some old software. But it’s really a revolution.

In 2006, the World Wide Web became a tool for bringing together the small contributions of millions of people and making them matter.

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