Trying to define New Media is almost impossible. It’s something that is constantly changing. It’s available any time, anywhere, and on different media platforms. It involves user feedback and includes consumer participation. Today, media has become more interactive and engaging.
Past and Present:
Looking at how history has changed is remarkable. We have evolved into something that was probably once unimaginable. Newspapers and magazines are now all offered online and are now more interactive toward consumers. Information is now released through Twitter and Facebook. TV is not able to keep up with current news before individuals such as ourselves our posting posts or tweets on social media websites. Technology is changing so quickly, it is impossible to predict what media will arise in the upcoming years. Today, websitess such as Twitter, Facebook, and YouTube are growing at a remarkable rate. Advertiser’s are taking advantage of this and hope to engage the consumers using these websites. According to an article on CNBC, the United States spent 121 billion minutes on social m edia sites in July 2012 alone. That is 388 minutes- or 6- 1/2 hours per person. All together, that’s 230,060 years we spend staring at a screen. I imagine this will only increase with time.
Looking at these statistics, it’s almost frightening to think what social media will look like in 5 years. When is enough, enough? Has social media taken over our lives as individuals? According to Nielsen, the time we spend on social media and apps via cellphone has increased 63% in 2012. Looking at these astound stastics, I start to wonder if we as individuals have changed socially. A conversation between 2 people has evolved into something completely different. Individuals are not meeting online…who would of thought this 20 years ago? I hope social media doesn’t evolve into something that over takes our lives. We must remain focused on ourselves before spending countless hours staring at a computer.
Time Time Time:
According to Social media Examiner, the survey found that consumers are increasingly looking to their smartphones and tablets to access social media.
While the PC is still the most widely used device when it comes to social media consumption, the study found that time spent on mobile apps and mobile websites accounted for a 63% increase (compared to 2011) in total time spent. (Social Media Examiner)
Hours upon hours are spent on phones. With Facebook, Email, Twitter, and Texting, phones have consumed our lives.
Advertiser’s are taking full advantage of the increase in usage of mobile phones. Placing Ads on Apps such as Pandora or games such as Candy Saga have allowed advertiser’s to engage themselves in our daily lives. Advertiser’s are fully aware that Mobile usage will only continue to grow. This arises a problem however, that advertiser’s will be faced with fragmentation. There are so many different platforms through our mobile devices, it’s hard from an Advertiser’s standpoint to target their audiences.
According to Points and Figures, there are 5 mobile advertising trends. Each of these deal closely with mobile devices.
- Mobile shopping ads will be increasingly local.
- Local mobile advertising networks will emerge supporting large and small retailers
- Content distributor networks will facilitate small merchant exposure
- Native local advertising through Facebook and Twitter will expand
- Advertisers will focus on local customer engagement as the measure of ad effectiveness
From a money standpoint, there has been a sharp increase of money spent on Mobile Advertising from 2010-2015. Advertiser’s see the potential and will continue to take advantage of Mobile Advertising.
There are multiple trends in social media. These trends are constantly changing and progressing. There is no telling where social media will be in 3 months, let alone 3 years. Technology is always changing, making it difficult yet exciting to be in the media field. According to Social Media Examiner, there are 7 different social media trends.
The most interesting social media trend and one that affects me personally, Twitter has emerged as the most powerful driver of “social TV interaction.” At anytime, one is able to go to Twitter and look up a particular TV hashtag, and find multiple information regarding that TV show. It has allowed the audience to use Twitter to share their thoughts and ideas with friends and family. Advertiser’s have taken advantage of this and engage in more consumer interaction.
Advertiser’s are seeing the growth in Twitter and are not placing hashtags at the end of the commercial. For example, the popular Kmart commercial has gone viral through different social platforms. According to the YouTube video, that was recently released, it already has over 12 million views. This is a prime example when videos are shared through media platforms, they can go viral quickly and the audience can be targeted.
According to Social Media Examiner, Consumers are using social media as an outlet for intaking news stories. Consumers’ experiences (70%); find more information about brands, products and services (65%); and compliment brands (53%). I know personally, I heard about the Boston Marathon tragedy as well as the West, Texas explosion. Individuals don’t have to read the newspaper nor watch the news to get the story. It’s all offered through these media platforms. We tend to think of social listening something only marketers possess but in reality, consumers are the active listeners and advertiser’s are trying to engage the consumer knowing this particular information.
According to Creative Media Awards, there are multiple media awards that were given in 2012. These awards are labeled as branded entertainment, business media, content marketing, creativity, media planning, and many others. Looking through the website the most interesting award was given to Aquafresh Nurdles. This campaign incorporated TV, video on demand, digital and print media. This increased the kids attention and got them excited about brushing their teeth.
The main competition that Aquafresh was faced with was Crest and Colgate.
Strategy and challenge?
Their strategy was to run this particular song that ran each evening at 7:58 p.m.. Thinking that children would heard this sing and would encourage them to want to brush their teeth. I think their toughest challenge was the large amount of competition. There are countless toothpaste companies so the individuals who launched this particular campaign knew they would be faced with competition.
This campaign incorporated TV, video on demand, digital and print media to reach their particular audiences.
Looking at the outcome, the consumption increased 95%. This campaign was extremely successful.