(* Source: Mischael Estrin *)

3 words in a panel discussion: Consumer, Engagement, Attention 

Jack MacKenzie, executive vice president entertainment, Frank N. Magid Associates, summarized changing consumer behavior by saying that media was becoming less focused.

"Users are interacting with more than one content form at one time," he said. "But they have higher expectations, although that seems to contradict the unfocused nature of media."

According to MacKenzie, the new media universe means mistakes can be magnified but so can the rewards, especially with new users known as millennials, consumers age 10-29.

"Millennials see the world differently, they are not just a straight line through boomers to generation X," he said. "The adult millennials are only a hint of what's coming. They understand advertising; they get it. They understand you are selling them something and they are okay with that, as long as you do it in the right way."

 

Anne Frisbie, vice president, Yahoo! spoke about identifying and working with the so-called brand advocate consumers or social influencers.

Working with comScore, Yahoo completed a study to identify the brand advocates, Frisbie said.

"I think of these people as trust and family," she said. "What defines this group is that they are passionate and connected. They make up about 25 percent of the population and they are two-three times more likely to convert their friends."
 
Frisbie explained that the challenge for marketers and advertisers is to find ways to enable this group and help them develop a passionate and emotional connection to a brand.

More here.