For media organisations to stay relevant to their target group, it is important to keep track with the digital trends that are remodelling the media landscape.
The digitalisation of the media industry is driven by a change in consumer behaviour and consumer expectations. Today's media consumers have access for bunches of free information, entertainment and news through digital channels every second of the day. But they struggle to find relevant content of high quality.
Consumers demand instant access to relevant content, anytime, anywhere.
Three important factors have in particular an influence in the media industry, all driven by a change in consumer behaviour.
Content is the king: And, it is working its way to the forefront of the strategy in media organisations (both digital and analogue), as it becomes a crucial element to stay relevant to the target audience. “Think, micro segmentations”
Targeting: It is better to reach a large portion of a small audience than a small portion of a large audience. At Epinion, we work with geo and behavioural segmentations that enables organisations to focus on creating content that the individual see as relevant in specific situations.
Distribution channels: Demographical shifts are having an impact on what consumers expect from media and how they consume it. But does that mean that analogue and print media is irrelevant? No! It means though that it is very important to understand how consumers use a mix of digital and non-digital platform.
At Epinion market research is about matching the right solutions to our client's particular situation, expectations and desired outcomes.
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We help media organisations to identify the cognitive drivers of their customers’ decision process and media consumption, and give recommendations on how to utilize these insights into more profitable and loyal customer relationships.
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