Читать книгу Igniting Customer Connections - Frawley Andrew - Страница 5

For years, access to media meant TV, radio, billboards, and other content produced by large, centralized entities sending down content from the upper echelons of advertising, marketing, and communication. Now media is in the palm of every consumer's hand, and everyone is a producer. Smartphones, tablets, and more devices have enabled a major disruption in the flow of information, moving it from broadcast and controlled to free-form, decentralized content created by almost anyone. The proliferation and fragmentation of channels have led to shorter attention spans and less time spent by the consumer in any one channel. (See Figure 1.1.) Accordingly, spending has shifted (and continues to shift) from concentrated mass media to more data-driven, direct, primarily digital channels.

Figure 1.1 These statistics from Nielsen and Statista show that consumers are changing the way they use their multiple devices to interact with brands.