Physical distance matters not. Digital tribes rule the roost. And KPMG International has put together a white paper that examines the need for marketers to target customers in a completely different way. Segmenting customers by demographics, geography and income levels is a blunt instrument in the digital economy. It’s no longer about a global versus local. It’s now about digital tribes and these tribes are more likely to form around areas of interest than geography. So is the existing marketing Holy Grail of a deep one-to-one brand connection with consumers outdated?
The first round of funding for NZ On Air's NZ Media Fund is complete, with the announcement of the successful factual and scripted programmes that will be broadcast across a number of platforms. Plus: media companies share their thoughts on the model.