Today’s media environment is rapidly changing. At the rate that technology is advancing, today’s channel of choice could be tomorrow’s old news. This is both exciting and nerve-wrecking for marketing communications professionals.
Opportunities to reach target audience members are growing; however, if we are not prepared to navigate a continually adapting media environment, our efforts will most likely fall flat. Joe Cohen, Senior vice president of Communications for KIND Healthy Snacks addressed this topic, as well as many others, in his session at #INTEGRATE16.
During his session, Cohen discussed six points in relation to today’s media environment.
- Increased segmentation and competition: As more media channels emerge, each must become more specialized in order to retain an audience. This also means there is more competition among media for consumers’ attention.
- News in real time, all of the time: Social media, social media, social media. Social media makes news instantaneous. As marketing communications professionals, we must embrace and utilize this to the best of our abilities.
- Clickbait headlines: Marketing communications professionals must “fight” for the attention of consumers. One way to win over consumer attention is through eye-catching, intriguing headlines.
- Decline of print media: Consumers are now relying more on digital media, instead of print media, as sources of information. We must adapt to this change in order to continue reaching our audiences.
- Citizen journalism: Today, anyone can be a journalist; anyone can be considered an “expert.” No degree or prior experience is needed.
- The rise of the influencers: As a continuation of the previous point, marketing professionals must realize that everyday individuals are not only becoming the world’s journalists and “experts,” but they are becoming some of the most powerful influencers. These influencers can make or break products and brands.
According to Cohen, understanding and remembering these six points will help you navigate today’s media environment. I believe that it will also help you prepare for the changes to come.
Yesterday it was newspapers, today its social media. What’s next? Although we have our suspicions, no one can ever be sure; however, if we keep an open mind and embrace media adaptations as they occur, marketing communications will continue to be an integral and influential part of today’s world.