Emerging Media. What does it mean?
When I contemplate on the term, initially I am reminded of social media channels including Facebook, Twitter, and Instagram, to name a few. For me, these are channels I use on a daily basis to stay connected with family and friends. On the other hand, brands are also using these channels to target, engage and build relationships with consumers and people like me. Although I only use a handful of channels in my daily life, brands are using much more. Do you recognize any of the media icons below that are being used by brands?
By definition, emerging media is something that is constantly changing. The American Journal of Business describes emerging media as it will a) alter the influence of distance, b) increase the volume and speed of communications, c) enable interactive communications and d) permit the merging of media forms. Gone are the days when companies are using traditional media to communicate their brand message. Instead, and as media continues to shift and new technologies evolve, brands must now communicate their message by building relationships and integrating across the different media channels.
Through the diversity of emerging media channels, brands and consumers alike are influencing our world and the products and services we use. While brands speak to their message, consumers are listening, however they’re just as involved in the process as they share their experiences, too. Brian Solis notes that businesses are no longer the sole creator of a brand; it is co-created by consumers through shared experience and defined by the results of online searches and conversations. More than ever, consumers have the opportunity to share their feelings with brands. They have a voice and are influencing the way brands interact with consumers, as well as how brands communicate their brand message.
As I continue blogging in the coming weeks, I’m eager to continue my exploration in emerging media and how it’s influencing the world around us.