Discover 6 key digital trends with a significant impact on your engagement strategies and what you need to know to maximize value for your brand.
Are you looking for the latest marketing trends?
Wondering how the wide choice of devices and platforms are impacting marketers and consumers?
According to the 2013 Infinite Dial Report by Edison Research, media usage is not a zero-sum game.
Consumers want to use all channels simultaneously, and as a marketer, you have to keep up by tracking them down wherever they go.
To do that, you’ll need to understand these 6 emerging trends that will have a significant impact on your marketing strategies.
#1: Media Fragmentation
Consumers are everywhere, all at the same time. According to the Edison report, there are 256 million U.S. users on TV, 243 million on radio, 232 million on the Internet, 182 million connected at home via broadband, 177 million connected at home via wi-fi, and 139 million smartphone users.
In this age of multimedia consumption, consumers are using more devices across a common set of platforms to do more things than ever. That means marketers have to play catch-up and shift away from strategies of the past. Today, the “e” in ecommerce means “everywhere.”
Your goal as a marketer should be to distribute content across as many types of media and platforms as your budget can allow. Make fast, confident decisions thatgive digital consumers opportunities to buy.
Keep in mind that capturing your customers’ attention will become harder as media multitasking becomes the new normal. Your digital content will need to be smarter, more creative and more visual to connect and engage today’s audiences.
#2: Smartphone Device Adoption Has Reached Half of U.S. Population
With 139 million (53%) of Americans owning smartphones, mobile use has reached critical mass in the United States.
Research by eMarketer shows the amount of time people spend on a mobile device is growing at 14 times the rate of desktop usage. The same research indicates thatmobile is becoming a more prominent channel for commercial transactions.
In the second quarter of 2012, mobile sales accounted for 15.1% of total B2C retail ecommerce sales, compared to only 1.9% for social ecommerce sales.
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