La phrase de la semaine. Internet est " le premier média, ou mass media, qui nous permet de connaître qui sont nos consommateurs et, d'une manière ou d'une autre, d'être en communication ou en contact avec ce consommateur", a expliqué Robert Iger, le PDG de Walt Disney Co, lors de la conférence annuelle de la Society of American Business Editors and Writers, lundi dernier 21 mai.
Et d'ajouter : "When people go to a movie theater, we don't know who they are. When they watch TV, it's rare that we know who they are. When they go into a Disney theme park, we get a sense for who they are if they've stayed in one of our hotels, but by and large, we haven't captured their names. (...) We finally have a medium, the Internet, that gives us the ability to deliver entertainment experiences and other experiences in a way that is two-way in nature. We really can have a dialogue with consumers on a global basis who are accessing product that the Disney Co. creates. And we believe that will be a powerful growth engine for this company going forward."
Une conversation que le monde de la pub a bien du mal à saisir. J'y reviendrai.
(source : seattlepi.com)