They say that the more things change, the more they stay the same and to some extent, this is true. However, the key point here is that things do indeed go through periods of change and we are living during one of the most important change periods in history when it comes to how marketing is being done.
If you do not yet know about media fragmentation and why you need to use Integrated Marketing Communications in order to fight it – then you need to start learning about it quick if you hope to survive in today’s marketing climate.
Those old dinosaurs of marketing who are not adjusting to this climate shift are going to go extinct much quicker than they think because media fragmentation takes no prisoners and it plays no favourites.
It is a sweeping, global change that will annihilate all the marketers who refuse to adapt to the changing times.
So just what is this trend that will spell out the doom of old marketing messages? To put it simply, media fragmentation is exactly what it sounds like: the splintering of ‘the media’ into thousands of tiny channels through which consumers can get the information and entertainment they seek.
That sounds innocent enough, but this means that the traditional channels by which companies have been able to reach their target customers and potential customers alike are now far more diversified and each of these channels requires a unique approach. What works on a mainstream TV ad in the cable news market is not going to work on a new blog, for example. You must have more than one approach if you want to be able to take on media fragmentation and succeed.
You have to adapt to each medium because putting out a successful iPhone or Facebook app that is merely a re-hashed brand message that the consumer would see in a company’s typical TV commercial? That’s bad. That won’t work and it will turn off customers, thus wasting a lot of time and money, which end up being the same thing in the end.