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19/06/2013 by
619 views

Social Media Usage Up, Traditional Media Suffers

The rapid increase in social media usage led to a decrease in the popularity of traditional media like TV, radio, newspapers, and magazines.

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Last 3 years consumers have massive embraced social media.

In 2012 consumers were spending 3 hours and 7 minutes online for social media, on a daily basis.

How does your strategic media planning adapt?

Infographic: The Impact of Social Media & Web Video

Voucher Codes Pro crunched the number in an infographic after gathering data from YouTube, Netflix, TechCrunch, eMarketer, and Digital Marketing Ramblings.

The Impact Of Social Media And Digital Video On Web Usage 500x2521 Social Media Usage Up, Traditional Media Suffers

The infographic shows the dramatic rise in online usage for the average Internet user from 2010 (2 hours and 34 minutes) to 2011 (2 hours and 56 minutes) to 2012 (3 hours and 7 minutes).

The rapid increase in online media usage led to a decrease in the popularity of other media sources during the three-year period.

Struggling media sources include TV, radio, newspaper, and magazine.

As the popularity of social networks and online media increase, the average person’s time online increases.

Kids & Tablets

Most toddlers and kids are already addicted to their tablets. But they are left out of media consumption studies.

Afbeelding1 500x365 Social Media Usage Up, Traditional Media Suffers

So just imagine the future of media consumption.

Do you realize that mobile is the next gateway to content, brands, friends and commerce? For teens and adults.

Even in 2013, many global leading brands are still not answering their consumers’ media behavior in their media spending.

When looking at digital reach and digital media consumption, brands need to spend 35% of their media budget on digital.

Most brands are not even close to 15%.

Target and the Power of Habit

See how big-data and the power of habit go inside Target, part of Procter & Gamble:

0 Social Media Usage Up, Traditional Media Suffers

I love the approach by Target. Big-data, real-time and predictive marketing and adaptive planning are the future.

A future that has already started at a few leading global brands. We welcome you to the era of math men.

As CMO, you can increase the ROI on their media investments significantly. How?

By using a much smarter mix of POE.

My Opinion?

Are CMOs or their media agencies to blame for the disproportional media spending?

I would say the CMO and his media manager. They are responsible.

Yes I know marketers are creatures of habit.

But so are consumers.

Coin that fact.

What About You?
Where do you stand when it comes to media behavior and your POE media planning? Share your ideas.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairmain at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 2 agencies (sold to WPP) and Global Chief Social Officer at Mindshare. Now he is ‘freejack’ consultant and still a sought after keynote speaker.

Source: SocialBarrel.

 

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