By: mag. Janez Kne, head of analytics department at Press Clipping
Dear readers, this is a text that summarizes the main trends in the models of media consumption. The basis for this thinking and writing were the review and analysis of a large number of forecasted communication trends (recent and older) created by communications experts from English-speaking environment. When choosing the interpretation I respected the Slovenian peripheral character and conservatism. Much of what has already happened in larger societies (read: markets), is only awaiting us. Of course, in “our” way. This text will be followed by the second one next week.
Changes that will take place in the near future can be divided into several groups. The central location, next to the others (social, cultural, economic, political and security areas), is being taken by new “smart” communications technologies. Direction of development was mainly determined by the expansion of the internet and digitization; almost everything has changed. What sprouted yesterday, grows today and will bear fruit tomorrow.
Readers, or rather “media consumers”, through smart mobile communication technologies, broadband connections and social media are massively intertwined and embedded into media content. Here the younger, tech-savvy customers with a solid purchasing power are dominant. For PR and marketing professionals, they will pose a major challenge in the future. They will have to make the utmost effort to ensure that their brands are seen and heard among hundreds of other competing brands.
Video gains in importance
Role and importance of video content is increasing. Results of research conducted by comScore show that 1.3 billion people globally have on average watched 162 videos on the internet. A great opportunity obviously lies here, which PR professionals will be able to effectively use. It’s not surprising that 51 percent of professional communicators involved in recent research PRNewsOnline, announced an increase in the budget for video in 2016.
Exactly 40 percent of professionals in the aforementioned study rate video as the most effective means to achieve the communication effects. This can be a powerful signal that will place tools, otherwise characteristic of direct marketing, in the center. Key dimension of the video is its teaching force because today the concept of the video as an educational tool prevails.
Avoidance
Online advertising is not working as expected. The users don’t click on banners. Pop-up ads, which are plastered through the current video content, are interruptive and thus cause negative emotions. Indeed, how often do we actually decide that we will click on an ad? Even more so on our smartphones. Our smart mobile devices are extensions of our everyday life. Therefore we are reluctant to allow the intrusion of advertising content into our private space. Users defend themselves using the “ad blockers” (to be continued…)
Everything you wanted to know about media and media consumption can be found at www.pressclip.si.
