The various media have become so fragmented that product developers might not know how to reach their target consumers. Here are seven examples of how once-predictable media have broadened their horizons.
- Digital Video Recorders. These recorders allow consumers to fast-forward through advertisements.
- Television by convenience. Internet television, PDA applications, and DVDs have all made it easier for consumers to watch what they want when they want.
- Internet radio. Consumers can create their own music stations, making their tastes difficult to pinpoint.
- Fee-based radio. Your customers may be listening to commercial-free radio, making it difficult to catch their attention.
- Social networking. Face-to-face interaction is being replaced with online networking and messaging.
- Real-time news updates. Your customers may find it more convenient to have headlines sent immediately to their cell phones than wait for tomorrow’s newspaper.
- Blog posts. Some wonder why they would spend money on a magazine subscription when the same information is available on internet blogs.
Technological innovation has fragmented the media and has made it difficult to get the attention of target consumers. Product developers must learn to adapt in order to discover where those ideal customers are focusing their mindshare.