Products such as the iPad, due to its personal nature, demonstrate that big changes are happening in the way consumers access digital content now and will access it in the future.
In the past, advertising focused solely on getting messages to the public to encourage them to buy. Not only did marketers never consider that consumers weren’t interested in the messages but they also never listened to what consumers had to say because they didn’t have to. Social media has been a game changer because it has opened the window of opportunity for connecting and engaging with consumers. A common mistake marketers make is viewing social media as simply another marketing channel rather than as a platform for building meaningful relationships and creating loyal customers.
Consumer behavior has evolved and so have the ways marketers interact with them. Adding video into a Web site can boost the chance of creating conversation. It can be used to educate consumers about a product and demonstrate its uses as well as modify a brand’s perception and personality. In 2010, 65 percent of highly visible brands began incorporating social media into their marketing and branding efforts. Those who don’t catch up quickly and efficiently will be left in the dust.
As marketers take on the challenge of emerging media they should consider these building blocks of successful digital experiences:
The average consumer comes in contact with various forms of emerging media on any given day. We interact with emerging media when we check the weather online each morning, shop online at our favorite e-commerce sites, catch up on the daily news on our computers or mobile devices, and use our favorite smartphone apps.
Here are some popular emerging media statistics:
As of 2011, there are 750 million active users on Facebook, half of which log on to the site each day. Over 250 million active Facebook users currently access the site through their mobile devices.
Currently, there are over 56 million WordPress blogs viewed by more than 289 million people each month. On an average day, 500,000 new posts and 400,000 new comments are made by WordPress users.
More than 3 billion YouTube videos are viewed a day. In 2010, 48 hours of video were uploaded to YouTube every minute.
Knowledge of various forms of emerging media and how to use them is becoming more and more essential for professional success. A 2009 study by Ball State University concluded that 67 percent of companies were willing to pay employees with emerging media skills a starting salary one to four percent higher than those without, while 23 percent were willing to pay them five to eight percent more.
A combination of Internet access and mobile devices has led to a society of consumers who demand anywhere, anytime connections to brands and people of personal importance. Worldwide mobile ad spending is expected to reach $20.6 billion in 2015.
As digital technologies become more mainstream, emerging media have become part of our digital culture. As a result, consumers have become more reliant on these media channels for information. If brands and products are not accessible through digital outlets they are likely to be ignored and fall behind. Within the next five years, search marketing, mobile marketing, social media, display advertising and email marketing are estimated to make up 35 percent of all ad spending.
One recent emerging media campaign that caught my eye was Domino’s Pizza’s Raising the Bar campaign. In the campaign’s TV spot, Domino’s highlighted its Pizza Tracker technology, a tool which allows customers to track their order from the time it is placed until it leaves the store. The system is accurate within 40 seconds. It also gives customers the first names of the employees who are making and delivering their pizza. Customers are then asked to rate them and give feedback. Along with the TV ad was a 4,630 sqft billboard ticker in Times Square that continuously displayed real-time customer comments from the Pizza Tracker – good, bad or neutral – from July 25 to August 23.
There has been some debate over whether the decision to display customer comments in the middle of Times Square was courageous or foolish. What do you think?