It is increasingly difficult to reach the different audiences because each time the audiences are more complex and complicated. Consumers are no longer the same as they were decades ago, when brands could make segmentations based on simple criteria such as age, gender or where they lived to offer the product that was needed. Plus, firms didn’t have to go to great lengths to figure out the best place to address them. The range of media was limited and had clearly dominant players who were the ones that the brands had to employ. Things are very different today. Everything is much more complicated than that. Audiences are more fragmented than ever and brands have to go to much more effort to reach them than they had to in the past. denmark cell phone number can be divided taking into account what seems like an infinite list of issues that completely change who the brand is aimed at and how it has to do it. What are the key issues to consider to reach the consumer in the immediate future? A study by Hotwire has analyzed the issues that will shape communication during 2016 and serves as a guide to undestand how it has been difficult to reach different audiences. Platform warfare
The past (not so distant) of the internet was marked by the fact that everyone needed to have their own website and that was really important. Everyone created a website and started trying to get as much traffic as possible for it. The idea worked, but you still can’t believe that the idea works. The present and the future of the network will no longer be exactly like this. Yes, you have to have a website, but the scenario is much more complex, both for the media and for brands. The web is no longer as important, as Hotwire analysts conclude, and third parties are a decisive formula for explaining the success or failure of a service or information page. It is not only that the media increasingly rely on third-party platforms as a source of traffic (this is the case of Buzzfeed, which generates 40% of its traffic on those sites) but also that the companies themselves are less and less concerned about use these tools (it is no longer just that Facebook is an obsession: brands use them for increasingly critical things, like when Amazon responded to a very critical report in The New York Times using Medium). The war will therefore not be to position a site. It will be a war of positioning yourself on different platforms.
Forget about age as a segmentation element
The future will be age-agnostic , or it could be said that it will not believe in age as the deciding factor. Consumers are less and less defined by when they were born and therefore by their age. As they explain in the report, this element may have been decisive years ago, but the truth is that it no longer works today. Consumers have to be segmented by their interests, their hobbies or their emotional ties to the brand, since age has stopped marking what they do or what interests them. The “moment” is increasingly important
“We are experiencing a cultural change,” Hotwire experts are clear. Consumers have learned to value more and more the ephemeral and also to be less obsessive in matters such as needing to keep information at all times of what is being done (or not). After years in which we were obsessed with capturing every moment and keeping a memory of practically everything we were doing, we have made the leap to the opposite. Now we don’t need things to last forever. The photos that we send through WhatsApp, they tell us, have value when they are sent, but no longer afterwards. They only make sense when you receive them. This boom in the value of the ephemera and the loss of the need to tell everything at all times and to always use Betting Email List on a recurring basis has also had an impact on how we communicate and what brands will have to do. The boom in tools such as Snapchat, Periscope or Meerkat, which work on the ephemeral and in which the contents have an expiration date, is explained by this cultural change. The hyperlocal proliferates
To understand this point you just have to open one of the many editions of Buzzfeed. What will the reader find? The contents will be general and that interest everyone, but also hyperlocal. There are all those articles about the X things that show that you have a mother to wear the place she wants or the Y things that only someone from another specific place will understand. If they are publishing it, it is because it works and if it works it is because the consumer is increasingly interested in things that are very close, even when it is a large firm that offers them. Consumers have entered the age of the hyperlocal , the very local. Brands will have to adapt to it. They will have to say goodbye to generic messages that reach a lot of people and leave behind the clichés and generalizations. Consumers expect highly specialized messages that show that the brand is there by their side. Brands have to be relevant and useful
Audiences are increasingly demanding of brands and are less and less receptive to simply corporate messages. Companies have to understand what consumers really want and what they want, in a world saturated with information and, why not say it, nonsense, that brands are more efficient and effective. What they offer them (and not only their products are discussed here) has to be useful and relevant. It is not worth giving advertising noise. The brand has to give something that works for something. This does not mean that you have to invest a huge amount of money or do impact campaigns. You just have to think about what you are doing and understand this criterion. You have to think about how to add added value (for example, a supermarket can give away recipes) or how to create services that complement what is offered. aving and demonstrating values is no longer an option
Why are America’s companies increasingly releasing diversity reports and increasingly self-critical of the low numbers of women and minorities in their leadership positions? Why are brands increasingly speaking out on human rights issues? It is a question derived from a change in the needs of consumers and in their priorities. More and more consumers place more and more importance on values and expect brands to do so as well. Brands need values, they need ethics and they need to commit to and defend a reality. Branding must now be transmedia
After hearing for years that brands had to have a multichannel strategy, now comes a new element that goes one step further. Now firms have to be transmedia in their approach to branding. What does this mean? As in other fields, consumers want to connect with the brand on any channel and on any device, which forces the brand not only to be there but also to be able to offer a valuable experience in each and every one of these scenarios. Brands have to create “coordinated experiences”, they have to be able to keep up regardless of the scenario in which their consumers move. Television is facing its decline
It is not the first voice to point it out. Television is experiencing a paradigm shift and facing a change in its market structure. Consumers in the United States are indulging in less and less TV-friendly behavior, as demonstrated by the boom in so-called cord cutters, consumers who are leaving their cable television subscriptions (the most popular in the world). country) to simply go to watch streaming TV through the network. In fact, 82% of Americans say they could drop their cable or satellite subscription and 45.2% that they want to reduce their channel package. In other countries the figures are more discreet, although a global trend is already being seen. The Internet has changed how content is consumed and accessed and the success of VoD platforms has educated consumers to access it in a different way. Streaming gives you absolute freedom, allowing you to view content when and how you want, something that today’s consumers especially value. Also, the fact that these platforms do not include ads is being seen as a point in their favor. Consumers are willing to pay for these services and forget about advertising breaks.