Consumers’ attention is scattered all over the place, bombarded by a variety of media and soaking up information through a variety of gadgets. It’s the age of multi-media consumption.
The folks at by Edison Research/Arbitron polled more than 2,000 Americans to compile the 2013 Infinite Dial Report. Some statistics from the study:
- 256 million American consumers watch television
- 232 million American consumers are on the internet
- 139 million American consumers own smartphones
The data show consumers are using more devices over a common set of platforms to do more things than ever before. It’s called media fragmentation, and it presents new opportunities and challenges for those of us marketing our businesses.
Past strategies for promoting our products and services are no longer sufficient. Our messages need to extend to as many platforms and types of media as possible. Because so many are using smartphones, tablets and other devices, digital messages are essential.
Media fragmentation means more difficulty in the battle for customers’ attention. The quality of your content is crucial to success. It’s no longer about the greatness of your company and its products and services; it’s about giving away ideas and advice to benefit others. Expand your marketing efforts beyond traditional advertising and publicity. Post social media content that is easy for your digital customers to access and to understand, helping them to make their purchasing decisions in your favor.
More than half of all Americans — 139 millions of us — now own a smartphone. Research by eMarketer indicates that use of mobile devices in commercial transactions is growing enormously. Constructing your content to be compatible with mobile devices should be a top priority. And, don’t overlook the value of a custom-designed app for your business to share with clients, it keeps your brand right in front of them.
Although embracing technology and adjusting our marketing behaviors may be pushing our comfort zones, these changes in attitude (and action!) are necessary to position our companies for expansion to new audiences and future success.
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