Today, any company can easily develop and share content with a global audience. But unlike traditional old school advertising, the broadcaster has less control over the communication. This requires a different mindset , strategy and a deep understanding of what today's audience wants. Every company is a media company, which is easier said than done, as practice shows.
In the past, advertising required huge budgets for radio, newspapers or TV. Platforms such as Google and Facebook have given tens of millions of small advertisers the opportunity to reach a global audience with do-it-yourself advertising. An audience that is also looking for your product or service (Google), is a 'fan' of your product or has a profile that matches that of your (potential) customer (Facebook).
Fragmentation of the audience
In a fragmented media landscape, large target groups such as male/female are no longer relevant. Due to the fragmentation of the audience and their sometimes unpredictable multiplatform and hotel email addresses cross-device usage, companies need to think carefully about who the right audience is and how to reach them successfully.
Real-time information flow
More than half of all internet users are connected online for more than three hours a day, and more than 90 percent of them own a smartphone. As a result, businesses need to be always available and able to respond quickly to interactions. Today’s business is never closed.
Okay, the seasoned 'communicado' or marketer has nodded in agreement with the above components. On to the online, social and mobile relevant trends for 2017 that are mentioned in the report. I will conclude later with a few tips.
1. Mobile only audience
The mobile only audience refers to the audience that only has access to the internet with their smartphone. This group of consumers is growing rapidly, especially in emerging markets. Almost all countries in the top 10 are in the Middle East or Southeast Asia. In countries such as the United Arab Emirates, Thailand, Saudi Arabia and Malaysia, no less than 1 in 3 internet users use their smartphone as their only device.