Emerging media can be defined as the “evolution of utilizing technology to share information in new and innovative ways.” Rather than sending a message from one source and having an audience receive it in many places, which is a defining characteristic of traditional media, emerging media provides brands with the opportunity of utilizing many sources to deliver information to a large audience.
Examples of emerging media continue to grow each day. Here is a list of popular emerging media platforms in 2014:
- Social Media Networks
- Blogs and Wikis
- Web sites
- Mobile apps
- Online ads
- Search Engine Marketing
- Streaming video
According to Reed College of Media’s Integrated Marketing Communications master’s degree program, the primary goal of emerging media is to “connect with consumers in new and exciting ways that are much more evolved and personalized and interactive than the standard television, radio and print mediums that make up the traditional media landscape.”
Why does emerging media matter?
Over the years, brands have seen success utilizing various types of traditional media. However, as a new generation takes over the work force, so does they way they prefer to interact with brands. Instead of waiting on more traditional media, such as print, television, and radio, to gather information, consumers now want to receive information when they want it and how they want it; but even those preferences continue to change. In order to be successful today, brands must keep up with current trends and reach its audience where they are evident.
Social media is one platform of emerging media that showcases the importance of brands adapting to trends and how consumer’s preferences continue to change. Facebook is still considered to be a social media titan, but its “cool” factor has decreased. Now, consumers have programs like Twitter, Whatsapp, Instagram, Snapchat, FourSquare, etc. to choose from. Newer platforms constantly being introduced to try and adapt to developing consumer needs.
Digital Insights recently posted an infographic detailed social media facts, figures, numbers and statistics of 2014. These facts demonstrate the impact emerging media has on consumers and that it is still continuing to grow.