Posted by Rich Gagnon, Chief Media Officer, Draftfcb

"The consumer is creating, sharing, browsing, clicking, mashing, etc. is the theme of this year's AAAA media conference.  Or in other words... Is the consumer stupid?"

I just had the chance to be part of panel that made observations of three live consumer panels crossing three generations of life (young consumer, women and baby boomer).

Here are the headlines....

The technology tidal wave:

It is so obvious that we are on the cusp of a major sea change in how people use and experience media.  The web is now second nature to the masses and even the older panel is adapting. Young consumers may be the catalysts for change but everyone is on the wave.

Participation versus push or pull:

Sure the consumer is in control, but more importantly, they are participating in ways never before possible.  Brands that ignite participation will ultimately have greater lifeshare. But the challenge is doing it in a way that is authentic, not a promo gimmick.

New cultural norms:

In just a few years technology has redefined how we communicate, text, share and shop. Where we used to have a shoe box full of Polaroids, we now have global photo sharing.  Where we once settled in for a night of TV viewing, we now snack on 5 minute videos on YouTube. Brands have to adapt to these new norms or run the risk of being watched from the sidelines. This means thinking about "content", not merely advertising, that is most valuable to consumers at the right moment in their life.

Make Small Big:

As screens get smaller and media units become button size, we have to pour as much creativity into tiny spaces as we do for Superbowl spots.

But ultimately it’s not about the jargon of 360 degree marketing or cross-platform media strategies.  We've got to create more meaningful experiences between brands and consumers in ways that are not just relevant but inspiring.

The trick is how?