This article about a recent study by IBM is a great example of using data, warning, disruption and information as a marketing tool.
Here's some excerpts from the conclusions of the study named Navigating the Media Divide:
"The current clash between traditional and new media has reached a fevered pitch."
"Industry incumbents are responding - but perhaps not quickly or completely enough. While they are fighting an escalating competitive battle on this front, traditional media cannot ignore the impending division in its own ranks."
Notice how the study brings out the battle language. This gets people to take serious notice of what is being talked about. They go on to say that billions will be at stake and traditional media companies could lose billions of revenue from their 
bottom line as a result of the battle. Again, that should get anybody's attention.
They go on to state and remind people of the obvious, in telling us how the music industry horribly mismanged the transition that was going on resulting in between $88 billion and $190 billion in lost revenue as a result of the way they handled the transition to digital.
They go on and say in the study that "Television and film companies will be next if companies don't systematically navigate the media divide. Now is the time to determine changes in business models, innovate and re-evaluate partnerships. Media companies must take action before it is too late."
After this they mention that the new media industry will grow from 11 percent to 18 percent over the next four years in total market revenues, with new media growing five times faster than traditional media.
What is it that IBM is doing here? They're setting themselves up as advisors; as consultants - which is their focus as a business now. They do it in an impressive way.
The reason for looking at this, is that it's a little understood way of marketing that the regular online marketer really isn't aware of.
Gather some data, build your case, package it together and then bring it out publicly. It's a great way to market without anybody even knowing that it's what you're doing.
Read the article I linked to at the beginning of the post. Nowhere in it do you hear that IBM mentions how they can help you. And yet, when you're done reading, there's the impulse to get hold of them and consult with them on what can be done.
They've also positioned themselves as a go-between in the two markets.
What were some of the solutions that IBM suggests to combat the problem? They said that "media companies need to take now include giving up control to get share, leveraging virtual worlds, innovating business models with aggressive experimentation, shifting investment from traditional business to new models and investing in interactive and measurable services. It also says companies need to redefine their partnerships while mitigating fallout. 'Prepare for divergent strategies between formerly symbiotic partners.'"
I'm going to let you in on a secret here. First ask yourself a question: Did IBM say anything in the above paragraph that you didn't already know? What's the secret? They said almost everything, without saying anything. Everything they said is true, but there is really no answer that was given.
That whole last paragraph they communicated was a marketing message without saying a word about it. What's implied? We told you what the problem and solution is, but if you can't figure it out, we'll be glad to be of service to you in taking care of it. That's what is said in the entire message without ever saying it; really well done and clever.
Who are they targeting? Obviously the traditional media companies who pretty much admit they have no idea how to go ahead in the new realities. Notice how IBM plays on that throughout the various quotes in the post.
It's a great example of how to pull market while using data and powerful words to help an industry see that they really need help. And of course IBM will be there to assist in any way they can.
This is something that all of us could do in the markets we serve. It just takes the right, accurate data, and repackaging it to fit the market you're targeting.
It will be interesting to see in these months ahead if the bait IBM through out there works in this specific instance. Think of this in your niche and see the many ways you could present data that can show people what they need and motivate them to come to you, the expert, without them even knowing that's what you did. Powerful stuff!
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