Home Does Media Still Enthrall?

Does Media Still Enthrall?

Tushar Vyas, from mOne-Group M: “Traditionally, media enthralled people. Today it
doesn’t happen – customers are multitasking and fragmented. Today’s customer wants to
gain perspective, personalise the experience, get involved and participate. Digital
allows this to happen.”

Quoted by Dina
at Digital Summit 2006 – Integrating Online into the Traditional Media Mix

Where enthrall = To hold
spellbound; captivate; to hold your full attention

I would consider myself enthralled by the Web, but then I’m a bit odd that way 🙂
Normal people use a variety of media – tv, iPods, Xbox, mobile phones, IM, email, etc.
Especially Generation Y, those born between 1977 and 1994, who are known to multi-task on
all these things and more.

Dina also covered a session called Why search is Hot, Impact of
the Echo Generation
(Gen Y is also known as Echo Generation). She noted:

“The American teenager is online too, but they are also simultaneously listening to
music, reading, chatting on the phone, watching TV – so implications on how to market to
those who multi-task. Also, this generation

Two-three broad trends — looking for affinitiy groups, collective mindset, mass
customizaton and expression. They are also highly networked – it is reflected in why
people use networking groups, communities, blogs. They are also interconnected, and
therefore influenced by what happens within these communities.”

So even though there may be a lack of focus in Gen Y, little to enthrall them, there are a lot of digital, social and creative things that interest them – and opportunities for Internet media to serve that need.

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