Grasping changes in media consumption

In a recent speech, Microsoft CEO Steve Ballmer stated emphatically, “The future of the way people consume information, the way people socialize and connect is going to change a lot more in the next 10 years even than in the last 10. How you find information, how you consume it, how you share it and connect with your friends while you’re in the middle of that, how it gets paid for using advertising and other techniques, dramatic changes. We are absolutely committed to be the leading player in that endeavor. ” Microsoft is committed and so are many of firms and people to be sure. What’s more, this will not only be dramatic but also quite difficult and painful for marketers and communicators to follow – even if they try very hard to do so. Over the course of the next 10 years, many won’t be able to keep up.

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