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Mark Kvamme, a partner at venture capital company Sequoia Capital, presented the keynote below at iMedia’s 2009 Brand Summit:

Mark makes 10 critical points:

1. We are moving from the information generation to the attention generation.
2. We are moving from media defined by technology to media defined by the consumer.
3. We are moving from appointment media (media on someone else’s schedule) to media on demand.
4. It’s no longer about the product; it’s about the experience.
5. Lifetime value is more important to marketers than price.
6. Intrusion marketing is being replaced with conversational marketing.
7. We can now own our content; we no longer have to “rent” it.
8. We find the media we want with search, not a programming guide.
9. Standard ad units will be replaced with permission ad units.
10. Engagement needs to be added to the Reach/Frequency media equation.

Results of a survey were also presented at the iMedia Brand Summit that revealed almost 6 out of 10 marketers are taking an aggressive approach to targeting their marketing dollars in this economic downturn. These marketers indicated that if they could not prove a marketing tactic was delivering a good ROI, they were slashing it from their budgets. This type of shift portends a substantial realignment of marketing budgets in the near future mostly built on digital initiatives.