01/15/2007 11:07:00 AM 
(1) 
(1) For the marketing blogging community there is nothing radical and new in the report, the significance is that an established organization with a presence in the boardrooms of the world's leading corporations, gets it.
The report has been put together from the analysis of published data and focus groups and interviews with consumers and senior management in the media and ad industries.
PWC's recommendations include the following-
1. Monitor online conversations
2. Identify key influencers
3. Experiment with new advertising models
4. Test new ideas in new media environments, rather than trying to put the old world into the new
5. Consider revenue sharing models that encourage participation in social networks
6. Participate in the conversation with consumers directly
7. Measure in real-time
8. Invent new ways to measure media- go beyond CPT
They recommendations runs to a huge shopping list of dozens of things, many of them rather complex, that together amount to a fundamental shift in the marketing function.
PWC identifies the need and makes suggestions on what do to in most areas, but it misses the hardest thing of all, transforming organizational cultures.
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Hurray, I don't know if I should be glad or sad, that a dinosaur like PWC finally got it. <br>Nevertheless, myself and many others have argued for above conclusions for a long time. So what will the "old world" that have hold tight to traditional marketing such as ATL (Above-the-line = ads, tv-spots etc) to long do now?