Times have dramatically changed since the days of newspaper and radio. There was once a time when reaching people with advertising was simpler, because the media options were simpler. If media can be represented by a large mirror in which people view and connect with the world, people had only one, maybe two reflective shards to look into. As a result, advertisers always knew where to find their audiences.
Fast forward to the present, and there is a plethora of media options to choose from. What used to be a solid, sturdy mirror, has now shattered into many fragments varying in size and reflective power. One shard is radio, one is Twitter, one is a video game, etc. So who’s looking into which shard? Everyone has their own unique combination of usage. And when the next form of media breaks off from its respective shard, the fragmentation will spread even further.
Since there are so many different ways to reach people, from an advertiser’s standpoint, it’s not always easy to know how and where to communicate with them. Break it down to an increasingly diverse group of demographics, all with varying media habits, and the equation gets even more complicated. But “advertologists,” (like our esteemed leader at ADwërks) have remained resilient. There is a lot of progress being made with the utilization of the digital age, and it can only get better. Although this “mirror” fragmentation has certainly posed to be a challenge, in a way, it’s pretty serendipitous. With modern technology allowing for an always-increasing connectability throughout the world, media fragmentation has allowed us to narrowly target and reach the smallest and most “nichy” audiences, efficiently and effectively.
These days, we are not only harnessing the consumer power of a large, dominant demographic, but we now see the value and power in the small demographic groups as well. We recognize the individual and have developed an interest in everyone’s “reflection” (aka consumer profile). So bring on the fragmentation, it can only strengthen our connection.