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Amplification of brand communication by integrating mobile with traditional media spends is a given. Most studies predict mobile/digital marketing growing at a rapid pace, overshadowing the growth in traditional media advertising.
Increasing reach among the digitally connected consumers, for savvy traditional media players, is not only helping keep existing consumer engaged but also getting the new customers in – leading to growth of industry as a whole. Prateek N Kumar, CEO & MD, NeoNiche expresses, “Digital technologies, more so mobile platforms have fundamentally altered the nature and function of media in our society, reinventing age-old practices of content consumption and communication. Traditional media that are ready to adapt and change the entire journey of storytelling from ‘Me’ to ‘We’ will stand tall as the mobile platforms will facilitate this entire journey.”
Thanks to fast increasing Internet consumption on mobile, content consumption is becoming an individual activity – instead of one newspaper in the household, every individual in the family is free to consume news from multiple news sites and apps, and family television viewing too is gradually giving way to individuals entertaining themselves on mobile platforms. As media companies are able to reach a segment of one through mobile, targeting is getting sharper – no wonder unlimited hours of content on mobile have opened dozens of opportunities for the content creators.