We've found through our research and experience that consumers do not believe advertising. Advertising makes them aware and curious, but it does not build trust. 

For high involvement products consumers' research includes discussions with trusted family and peers on-line and off, through opinion boards in the blogosphere and comparison tools on brand websites.

For lower involvement products, brands that make connections to influencers, adding value with easy to use tools to make comparisons and educated decisions that can be shared with others are pulling ahead. Right now, 2/3 of all US consumers make a list before they go to the grocery store and this list is heavily influenced by price and product opinions found on-line.

Furthermore, the penetration of smart phones in the US means that within the next year, phones will be the #1 way consumers interact with the web, as cell phones outnumber computers 3 to 1. This will only fuel the use and influence of web and social media. 

The customer has a very powerful advertising filter, the truth, and conventional media is part of the mix, but alone, it doesn't work. 

Here's a look at current media and where it is potentially migrating.

TV - 
A tool like Klickable, that's already in use, enables viewers to click on items they are watching in a video for more information and even links to purchase. Klickable has metrics that identify when and where people are clicking, providing opportunity for immediate and automated optimization. As TV content migrates to the web and on-phones, it's possible that the conventional "TV" spot will no longer exist. In-program messaging will be replaced by product placement that demonstrates the product in use. Clicks and surround the screen sponsored messages with links for more information will provide uninterrupted, sponsored programming.

Print -
New tools like Deal Chime are already replacing the FSI with alternative out-of-home and geo-based web media designed to reach the customer when they are in "purchase mode," delivering 10x the audience for the same cost. A single coupon on an FSI is being replaced with Deal Chime's varying coupon and promotion messages delivered via the web and phone, based on geography, consumer behavior and retailer specificity.

Local TV, Radio, Newspaper, Out Of Home, Yellow Pages and Direct-Mail -
Search Engine Optimization, Web-based PR, Electronic Outdoor, Events, Geo-based Social and News Sites, In-Store, Shopper Marketing, Phones and E-mail are all making it easier to reach specific consumer demographics when they're in purchase mode even while they're shopping in the store.

If it sounds like rocket science, it is. That's why Accenture, Microsoft, Google, IBM, cell phone engineers, developers, programmers, data miners and specialty think tanks and shops with globally ranked research facilities are all now in the game. 

There's still room at the table for "the branded message and media." But the table is getting crowded and a seat requires accountability.

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