Sitting in a nice coffee bar while
reading the headlines of a well known e-newspaper in my laptop. Suddenly I was
going back to my child days when I was in teen.
During those days, every morning
I was eagerly waiting for the paper boy to ring our door bell and handover the
news paper to my dad. In the breakfast table I was keenly watching my dad turning
the pages. I was just waiting for my turn to read my all time favourite “sports
column”.
Now everything has changed with the evolution of information technology . We can get whatever we want by click of the mouse with the help of e-media in a digitalized world.
The dawn of the digital age has transformed
marketing. As consumer shift online- and advertising activity and media spend
follow them –marketers have greater opportunities. They can assess human behaviour
and produce decision more accurately based on hard data about the consumer they
serve and channels they use. Simply put, digital marketing assists marketers
leverage interactive digital channels to listen to what consumer say and
respond appropriately.
While serving to its paragon
users on one hand, on the other hand the more complex it has become. Campaigns
increasingly span multiple market, languages, media channels and technology.
Rather than liberating marketers
to do juster and more relevant work. Big data (better to refer as smart data as
every consumer touch point is a valuable piece of data and talking it together
is possibly an antidote to fragmentation , which will be discussed later in the
post ) has created an over whelming fragmented digital landscape. Marketers are
grappling with the dual challenges of addressing enterprise marketing
efficiency and effective consumer engagement. While speaking about digital marketing,
the industry calls for a standardized framework for simplifying digital marketing.
As facts and figures are concerned, around 30-35 percentage of marketing budget
belongs to digital initiatives.
Today’s
consumer is both everywhere and nowhere (better to interpret as omnipresent) and
his/her attention is fractioned between multiple screens and platforms on
different screens. Marketers like to address about TV, Desktop & Mobile as
3 screens, adding Tablet into the mix as the 4th screen will be a judicious
move to reach those fragmented souls who are always on the target list as the
“elusive on-the-go customer”.
More
consumers are watching more and more content, but that viewing is dispersed
across different platforms, starting with TV, Online Streaming and VOD to
Podcast. Although some western markets are going through the cord cutting
phenomena, Indian market is going through what I like to call as “Cord
extension” phase, where consumers are adding broadband, mobile, DTH, DVR and
IPTV connections over their existing Cable TV.
The strategy
of Content everywhere and anywhere on any device & any screen has played
its bit role in fragmentation but ever-changing consumption lifestyles has made
it necessary to shift both strategy and focus for marketers that want to keep
up with their audiences. Thus 2013 should see some brave moves by content
owners worldwide, some even unthinkable few years back, to keep their audience
with them.
awesome writing...waiting for your next post....:)
ReplyDeleteregards,
maria jen