There is no doubt that the landscape of the media is changing and will continue to change at an increasing pace. The Internet has changed the way consumers gather information and make purchase decisions. As a result, traditional media’s place in the marketing mix has changed and now represents just one of a number of available options to be considered.

Below are four forces (re)shaping the media landscape and their marketing implications.

1) Increasing Media Consumption
Our appetite for media is virtually insatiable. We consume massive amounts of content and entertainment because of an inherent need to stay connected. Today, it is common for people of all ages to consume multiple media at the same time, with television, Internet, newspaper and other media frequently competing for attention.

Marketing Takeaway: Provide relevant and compelling content
Most media will be consumed with partial attention, decreasing the effectiveness of your advertising. Instead of accepting passive attention, create “intentional attention” by providing relevant and compelling content distributed via meaningful and valuable marketing channels.

2) Increased Media Choices
Thanks to cable, DVRs, the Internet and satellite radio (to name just a few), consumers now have an almost unlimited number of media options. This explosion in choice means less viewer time per medium, along with smaller audience segments, and magnifies the business challenge of pinpointing and utilizing the right media to reach each respective customer niche.

Marketing Takeaway: Segment your audience
Tackle the explosion of new forms of media by further segmenting your audiences. Develop a detailed persona for each target audience and speak to them directly with relevant content. Strive to understand how your target audiences consume media and interact with other people, uncover where they gather (in real life or online) and facilitate conversations.

3) “Gatekeepers” Losing Control
Over the past several years, massive amounts of power and control have shifted away from traditional media. Today, we no longer rely solely on journalist “gatekeepers” to create and relay information. Armed with easy-to-use content creation and Web publishing tools, an always-on Internet and powerful mobile devices, anyone now has the ability to create and share news, information and entertainment.

Marketing Takeaway: Engage your target audience through social media and blogging
The cost of content/media creation is plummeting and fueling the growth of social sharing sites like YouTube and Facebook. It’s time to bring the human side of your business out by engaging directly with your target audience through social media and blogging. Move away from a broadcast mindset to one of engagement and conversation.

4) Generational Media Habits
Each generation is fairly consistent in its media consumption patterns however, each group behaves very differently. The average audience age of traditional media such as television and radio continues to increase. Over time, generational change will result in dramatically different media consumption and participation behavior.

Marketing Takeaway: Embrace change
Media channels will become increasingly age-segmented. The traditional media triad of television, print and radio that has dominated the media landscape since the 1950s is fading. Today, a world of social networking, downloads, online communities and mobile devices is emerging. In order to capture the attention of consumers, embrace the new triad of digital media: social, out-of-home, and mobile.

About Patrick Giammarco

I'm a marketing consultant and digital technology and Social Media coach. I am also the owner of PWG Marketing. As northwest Ohio’s only Certified Duct Tape Marketing Consultant, I bring focus, control, clarity and confidence to small business marketing by installing the Duct Tape Marketing System. Visit www.pwgmarketing.com or email me at patrick@pwgmarketing.com to schedule your complimentary Signature Brand Audit.

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