Nothing sums up better the fragmentation of ‘stuff’ than the proliferation of multiple content devices.
Truth is that in the past twenty years we’ve moved from a relatively stable world of knowing where to find what kind of content distributed as particular media to an unrecognisable topsy turvy landscape of pervasive media.
Keep up! This is a time of upheaval and experimentation at breakneck speed.
If you don’t canter ahead, you could end up being trampled by the sheer volume of content galloping out of every conceivable nook and cranny. This weight of information crashes along multiple channels demanding a call to action from those it hits.
The more content and noise multiplies so differentiation is harder to find, which is why the high quality, entertaining messages will be the only ones to cut through.
And with people now receiving music, video, games, text, photos on more than one device, often at the same time, creating contextual content is no longer straight forward.
I’m a glass full type of person, so whilst the challenges of making the right content for the right device on a full time, full-on basis is problematic, I reckon the opportunities for marketers in this new space have never been greater.