I had the honor of sharing some thoughts with the Small Business Festival about the Future of Media, with the context being the impact of…
In media today, thanks to the internet and digital experience, search and scroll are the dominant ways content is consumed. Read, watch, and listen are the formats.Change the way we think about how people engage with media. People engaged with the newspaper or television in certain ways. When we watched a commercial on television we were sitting back, engaged without distraction. That way of consuming media is gone. We search and we scroll. That's HOW people consume what's digital. That's how they consume video, audience, written and written content because of digital: because of the internet and smartphone. Behavior has changed and what small business owners can appreciate is though the technology and formats have changed and become complicated, what really matters is only that the audience's behavior is different. At the end of the day, everyone still reads, watches, and listens. Driving on the road listening to the radio or seeing a billboard... they can't search or scroll. But because our lives are now attuned to digital experiences (the internet and smartphone), that's what people expect to be able to do. If your messages, promotions, and advertising aren't designed with that behavior in mind, YOU DON'T EXIST. Plan for people to do that and then address the experiences where people expect people to engage with you effectively.
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