Connecting in a Digital World Pt. 3
“Thanks to the internet, we now have more information at our fingertips than ever before”. In the past two to three years, we have created and more information than in the entirety of human history. This new information has invaded our screens and isn’t just limited to written content, but also includes videos, photos, and other forms of rich media.
One of the leading sources for this creation of new media and influx of information is social networks, as every day more than 2 billion photos, 6 billion likes, and 50 billion messages are shared JUST on Facebook alone. There is an overwhelming abundance and ubiquity of media, in new forms and contexts.
Social networks such as Youtube, Vine, and even Snapchat has allowed for creative entrepreneurs to come together online, to perfect their craft, and to produce hit videos in hopes to go viral. Hollywood no longer has a monopoly on video production, millions of creator’s have now taken production of video content and rich media into their own hands.
While the influx of information may be a great thing, it also creates an overwhelming amount of noise. As a result, in the age of information, there is a poverty of attention. As seen with banner display ad’s and now the influx of video ad’s, consumers have learned how to block out advertising that disrupts their user experience. Although thanks to digital media it may be easier to create awareness, capturing attention has gotten a lot trickier and tougher – it’s the yin and yang of marketing.
The way we consume information, especially digital content, has also drastically changed – 60% of all digital content is consumed on mobile. Mobile is an anytime and anywhere platform. Thus, brands must be built for mobile as it is where the consumer is located (almost 24/7) and where they want to have the conversation.
More brands are now embracing the ‘omni-channel’ environment by having an integrated experience, communication, and vision across the physical and digital landscapes.
Interactions are no longer confined to physical locations, such as a television or desktop. With mobile devices, there is an opportunity for brands to have digital communications with their consumers in their retail stores, at events…and literally just about anywhere.
For example, Macy’s uses location-based marketing in their stores as a way of providing exceptional value for consumers. By focusing on mobile point-of-sale devices and technology, Macy’s is able to better understand their customer needs, allowing them to increase customer loyalty and overall improve the customer experience.
Today’s digital media helps consumers make better informed choices and decision – while also allowing for quick communication, action and enthusiasm. “Compared to traditional print and television marketing, online marketing can be more personalized, participatory, peer-to-peer, and communal” E-Commerce 2016.