Everybody
knows how digital marketing has changed the industry. How social media now is
considered a must-used channel of communication through which, if used
correctly, could define the success of your product or campaign.
However,
let me just point out the obvious examples, to open up for what I believe will
be the new trends to come in 2015.
· Television Show Ratings Are
Easier to Gather
Starting with the simplest and most explicit way,
Digital Media changed Television, the way Nielsen use to track and measure TV
ratings has changed dramatically. In the past, Nielsen and others use to sent
out surveys on which they will based their ratings results. Although this
method is still used today, Digital and Social Media has strongly influenced on
how TV shows are being measured. Surveys are done online, Facebook turned into
a trustworthy source of fans, YouTube and Twitter helped the shows (and the
commercials on it) to go viral, just to name a few new avenues.
· Did you miss a show?
What happened to the habit of recording shows
whenever we did not have a chance to watch it on TV? Definitely gone…
Despite TV regulations, the majority of the TV
shows, now stream their past shows through out different new digital channels:
YouTube, Netflix just to name a couple.
· Live conversations while
watching the show?
Again, why wait to those Monday morning
conversations about the show, if you can create them while you are watching
them!?
TV
Shows now can became extremely popular if they use correctly their social media
platforms. Twitter has definitely influenced Television too! TV shows, can take
advantage to engage with their viewers during the streaming of the show! Television
networks are taking advantage of this large market to engage with their fans by
displaying hastags somewhere in the screen, so fans can easily get on twitter
and see what others are saying about the show. Even the actors are sometimes
involved, and fans can interact with them.
· Facebook a great tool for Fans
When
it comes to influence TV, Facebook is one of the highest used social media
platforms. Almost all TV shows have their own Facebook page, where fans can
interact and find out more information about the show and actors, get the
latest info on recent episodes or episodes to come, and even participate on
contests about the show. It is another great way to engage with the viewers,
and make your show viral (when any fan likes a show, all of his/her friends
sees it.
· YouTube a third player that
benefits the TV Shows in many ways.
YouTube influenced TV providing them the chance to
expand their audience, keep engaged those who missed some episode, and even
generate more revenues from commercials.
For any brand, to place an ad on a popular TV Show
YouTube channel is always a great opportunity to turn the commercial itself
into a viral trend. It is also a great advertising strategy for the TV Show since, if the
commercial is good, it could get people to remember a show more.
At
the end of the day, the goal of an advertising campaign is no longer just to
advertise products, but also to create a loyal fan base on social media!
These are just a few and most significant examples of how
digital media influenced Television, and revolutionize the way viewers consume
it in the past few years. However, what’s next? How are consumers changing, and
how traditional and new media will meet to respond to a more demanding and
“anarchical” way of consuming content?
Here
are some of the trends that I believe will take another turn on how traditional
media and content generators will be forced to adjust and adapt in order to
either survive or make the most out of them.
·
Business Disruption – it will definitely keep on
going. There is no reason to believe that social media is
done in terms of
changing the traditional way of doing things.
·
Content Curation – we’ve seen some during the
past couple of years, but I believe this will keep
growing, and Media companies will
focus even more on being generously useful, which will turn into
customer’s
loyalty.
·
Social Media Diversification – and it is related to the
previous trend. Niche is no longer perceived as
“small group of people with a
particular interest”. Media Companies consider "specialization" the new way of engaging with users, and
it will open up a lot of opportunities to re-marketing and re-targeting your
marketing efforts (which will no longer considered a failure)
·
Digital “immigrants” – consider those companies who
had not been big on digital yet, and will step in
with an array of new ideas
and trends. Also think of those companies from all over the world, who are
winning their markets and competing with what we once considered the “only
players” in the field.
·
Pre-visualization efforts” – companies and specially traditional media, will build up teams
who will be able to cerate visualizations about consumption after a change has
disrupted the industry (widely based on experimental facts)
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