Media fragmentation
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Media fragmentation refers to the increasing choice and consumption of media across different channels like web and mobile, as well as within channels with more TV channels and websites. This fragmentation makes it more difficult to reach target audiences. However, the benefits of fragmentation are starting to outweigh the downsides. It forces marketers to better define their target audiences and have more relevant conversations within the right environments across multiple channels, increasing effectiveness while reducing wastage by being more disciplined.
Media fragmentation
- 2. Intro • Describes a trend to increasing choice and consumption of a range of media in terms of different channels such as web and mobile and also within channels, for example more TV channels, radio stations, magazines, more websites. • Media fragmentation implies increased difficulty in reaching target audiences.
- 3. Why media fragmentation is a cure for communications laziness • The benefits of media fragmentation are beginning to outweigh the downsides, argues Simon Rutherford. • True, it’s now more expensive to reach your target audience through traditional mediaIt’s also true you have to use a number of different channels to get a result these days
- 4. Cont. • To see fragmentation as a positive, the benefits it brings we need to be view through a different lens • We now have access to smaller more defined groups of consumers; content is becoming more aligned to people’s specific passions; • if you spend the time defining your target audience properly it means you can have more relevant conversations within the right environment; • we can now reach our customers via a number of channels anchored around the same relevant content increasing effectiveness; if you get it right there will be less wastage; the result is forcing marketers and their agencies to become more disciplined.
- 5. A lot changes in 20 years.
- 6. 2016…????
- 7. • http://www.mediapost.com/publications/article/ 233145/media-fragmentation-means-ad-worlds- future-based.html • http://www.callahancreek.com/media- fragmentation-ten-things-you-can-do-right-now- 1/ • http://mumbrella.com.au/agencies-clients- embrace-fragmentation-media-189337 • http://moneyterms.co.uk/media-fragmentation/