Both the media landscape and people’s media habits have changed. There are many fragmented and highly specific niche communities at play across multiple digital media channels.
At the same time, people’s attention is fragmented by the many new media channels and tools available – on top of traditional media, we now have social networks, emails, web tools, mobile devices and more splitting our attention.
With so many choices and too little time, audiences have become very skilled at ignoring marketing messages.
The key to succeeding is two-fold: ideas must be remarkable, and you must find a niche group who are obsessed with your product and willing to devote their scant attention to it. These fans may tell their friends and, in doing so, spread the word over their interconnected digital networks. If most consumers are likely to ignore your marketing message then the goal is to speak to those who are actually listening.
This leads to another key digital consideration. These days, people themselves are media channels. After all, most of us create, share, comment on and link to content that we find interesting – or that we think will interest our friends and followers.
These personalised digital broadcasts are intercepted by people who are interested in what we are saying and have chosen to listen to us. Through this, individuals have become conduits for information, ideas and news in a powerful way.
This exchange of ideas comes down to creating communities and nurturing relationships. Digital helps us to understand these relationships better.
This exchange of ideas comes down to creating communities and nurturing relationships. Digital helps us to understand these relationships better.
 |
 |
