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The Digital Media Shift

Is your business ready?

Have you focused on the digital and behavioral changes that are happening in the industry and to your audience? Now, more than ever, the shift from traditional media to digital media is one to be noticed, understood and maximized for business opportunity. Technology is changing everything.

 

While this shift is affecting everyone, millennials are leading the consumer technology habits and changes. Their behaviors are showing the dramatic impact of digital media and are providing insight to the changing dynamics of consumer behavior. We’ve gathered some insight and up-to-date statistics from comScore’s article U.S. Digital Future in Focus 2014. Grab pen and paper your iPad – it’s time to take notes.

 

The explosion of digital media devices is enabling
content consumption on a scale never seen before…  ”  — comScore


Take a look at your audience.

The digital media population includes a mulit-platform majority, making up 56% of digital media consumers. Multi-platform users are those who use more than just a desktop, they take full advantage of technology’s innnovative products including mobile devices and tablets.

 

A typical day may look like this:
Wake up and check weather, emails and social media notifications on smartphone. Drive to work and use a desktop for hours (likely checking social media multiple times throughtout the day). Drive home from work and check news updates, social media and miscellaneous emails on smartphone. Watch videos or TV shows on tablet at home. Check email and social media notifications again on smartphone before bed.

You might have noticed (not that we tried to make it obvious or anything) all the opportunities your audiences are taking to use their mobile devices and to visit their favorite social networking sites. And let’s be honest, your typical day is probably similar to that too. Are we right or are we right? With mobile devices and tablets being more commonly used, and with social networks increasing in users and activity time, you better believe the shift from traditional to digital media requires you to adapt your marketing campaigns.

 

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 *Image referenced from comScore

 

Even social networks are adapting to the shift.

As noted by comScore, new social networks are almost exclusively mobile; they know their audience spends more time on mobile devices, so they’ve adapted to that behavior for maximized user experience and engagement levels. After all, they need to keep up with the already well-established Facebook and Twitter. Examples of mobile-first social networks include Instagram, Snapchat and Vine. With the capabilities and main purpose being photo and video sharing, we are stating the obvious when we say these social networks are more convenient to use on a mobile device.

  • Instagram ranks as the #3 social network in the U.S., behind Facebook and Twitter.
  • Snapchat is used by 44% of 18-24 year-old internet users, showing it’s becoming popular among the college crowd.
  • Vine has existed for just over a year and already has more than 22 million unique visitors each month.

 

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 *Image referenced from comScore

 

So, what does this mean for your business?

It’s time to get ahead of the curve and adapt to your target audiences by understanding how, where and when they are consuming content. Developing strategies and creative content that will engage your audiences across the multiple platforms they are using on a day-to-day basis will be critical to your exposure and success of any marketing campaign including digital efforts. It’s time to look at your website. Is it mobile-responsive? Revisit your marketing campaigns. Do they include social media networks? The changing behaviors of consumers require businesses to rethink their content and their media and advertising perspectives.