If advertisers are told what you have sold for them lately the seventh step advertising spending is not likely to decline but will shift to the results providers. Instead of targeting audiences by gender and age bracket, advertisers will want to target audiences by consumption patterns and buying proclivity. Fenez said nobody has a greater stake in maintaining customer relationships than current retailers in the real world or cyberspace. Brick and mortar will remain the dominant distribution model for a wide variety of products in much of the developed and developing world. Although traditional retail may have been slow to catch on, they will stay as close to their customers as they need to survive.
Content providers can facilitate, go along with or attempt to undermine the retail-customer linkage.
Among the anticipated changes in traditional TV are that revenues for TV programming will continue to shift from advertisers to viewers, the number of traditional TV audiences will continue to decline faster than revenues, changes in programming creation strategies, divergence of interests between networks and affiliates will widen, and transitioning to digital TV is just the ante to get into the game. Other wireless technologies will not be a near term factor as yet. Fenez said what is certain is that there will be winners and whiners in the digital future. It s now up to current players which side they will be.