Emerging Media: Everything and the Kitchen Sink

Having spent the last 12 years of my career more focused on the digital and social side of marketing, emerging media is something that is talked about frequently. But how far does emerging media go, for example does it include wearable technology? After all, your exercise device isn’t selling you athletic clothes or shoes. But the whole idea is that these tools will enable future marketing opportunities, right? For example, Disney Magic Bands just announced a $1 billion expansion of MyMagic+ including how they can leverage other wearable technology.

Currently “36% of U.S. organizations interact with customers and prospects in five or more channels”. You can read more about the future of digital marketing here. We should expect that to grow exponentially. Another example might be a smart washer and dryer that you can control via your phone. I don’t expect it to market to me in the future by running ads on my machines in the laundry room. But what if there was collaboration between the machine companies and the consumer goods companies who make laundry detergent?

One of the things I’m particularly interested in is when do we stop classifying digital media as its own category and just talk about it within our overall media mix. For example, at some point radio, TV and even the worldwide web were new, but now they are just levers we pull in an integrated marketing plan. Do you think eventually it will all just be media or marketing?

I’m looking forward to WVU IMC 619 “Emerging Media & The Market” as we discuss what is and isn’t emerging media and what the future holds.

 

1 Comment

  1. I think you raise a really good question about the convergence of “marketing/media” terminology. Ultimately, I think it is something that (like most things) will come with time. As the proliferation of smart technology continues, I think the person at the center of marketing/media will become more pronounced simply because of all the vast “paths to purchase” that will exists per consumer. A checkbox will not exist where Ad Directors and CMOs will check the TV box for their TV ads, the online advertising box for the display banners, and so on. Instead, consumer behavior and technology will (and is) forcing marketers to plan campaigns from a platform agnostic point of view.

    Also worth exploring is who these smart technologies will drive consumer expectations beyond “personalization” to “individualization” in order to be a truly effective customer communication piece.

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