There used to be one audience that companies and brands presented themselves before but that has changed tremendously through the years. Consumers now inhabit every imaginable nook and cranny in the Internet and this has blown the marketing game wide open. Traditional media has even become a beleaguered institution in the wake of more relevant technology that is social media taking over mass consciousness. With the emergence of a new generation of avid tech followers who also happen to be a powerful consumer bloc, the audience has become split between the social media audience and the traditional media audience.
If you are a business owner or a career professional whose business or competence runs along the same line of tech importance, it would help a lot if you find retail cycle deliverance from knowing which audiences to use and tap into.
Confusions Ville 101
The traditional media audience is made up of those who are privy to television commercials, radio jingles and plugs, print display ads, and various other below the line ad materials like billboards, posters, transit ads and point of sales paraphernalia and the like. In a comprehensive ad campaign that encompasses a tri-media effort of TV-radio-print exposure, agencies usually conjure a message cleverly spoken, written or played out visually to an audience with a strong focus on grabbing its attention momentarily.
To be able to do this, a considerable amount of interruption is necessary followed by a message delivery so creatively set up so as to disrupt all audience thoughts not related to the sales pitch. This means that once your attention is grabbed by an ad slogan or display ad image, for example, advertisers activate all systems so that your interest in it gets sustained. This goes on ideally until you arrive at a buying decision and put that decision into action via a purchase.
All advertising information is meant to convince you of one primary thought: “Buy!” The way it continually disrupts your judgment comes via a thoughtful configuration of information blended with methodical chaos and confusion — all meant to keep you glued and entertained until you buy into the idea being presented.
The social media audience is made up of social media users who are also commonly mobile device users and consumers with a knack for digital native infotainment indulgence. Of course they know how a serious online telecom system like Ringcentral works, but their online adventures go beyond efficient communications. The social media user usually accesses information about products/services via mobile device apps or blogs and sponsored content on social media. Whatever they seek, this would always be reasoned around accurate and useful info about products/services/brands, prices, deals and discounts and purchasing instructions.
The information indulgence a social media engagement involves also ranges out to strategic content provided by media professionals like writers, graphic designers, statisticians, actuarial scientists, and analytic engineers. These are people who staff brand newsrooms and who by working together come up with a content strategy that furthers brand causes. They do this by way of brand stories and narratives about brand heroes that point out info concentrated on user experiences first, brand info second; infographics that explain info via pictures and words; viral material that entertains and gets to be shared on social media; and sponsored content that gets posted, tweeted and shared on social media.
All content marketing information encourages you to join in the social media experience to influence and be influenced by its real-time thrills. Once equipped with accurate and useful info, consumers begin to decide more wisely and take part in the retail cycle repeatedly. This is content marketing’s ultimate objective: Use social media to establish more meaningful and profitable relationships with consumers in perpetuity.