The media have been shaken by the arrival of the internet and by the change that the network has imposed on how we communicate, how we consume or what we expect from brands. The internet media has broken the schemes: in recent years they have seen how the prices of advertising were dynamited, how the media changed to obtain income and how their relationship with the brands had to be readjusted. These are difficult times, in general, for the media, which have been forced to readjust their strategies and livelihoods.But what awaits the buy singapore phone number in the immediate future? A recently released study by The Guardian and SurveyMonkey has selected ten key trends that will change what the media does (and what consumers expect) over the next decade.1. Earning income will continue to be a minefield
One of the great problems faced by the media on the internet is figuring out how to make the investment profitable. Paper newspapers have a cost that the consumer must bear (although advertising is the main source of income) and television broadcasts are accompanied by advertisements at prices high enough to keep the medium. Online media, on the other hand, have many more problems. Yes, they have advertising, but those ads are priced too low and also do not get high click-through rates (which are one of the scales for payment). Will the future pass through direct payment to the media?
The study says no: readers should not be expected to be willing to pay. The predictions of the media themselves are more in other lines of income than in direct payment. Paywalls only have 20% support (which is the percentage of media that indicate that in the coming years this will be a solvent source of income, at least as far as paywalls with limits are concerned: 8% bets separately on total paywalls). Online advertising continues to be key (29%), followed by video streaming (15%), events (13) and other sources of income (15).Consumers are also not willing to pay for information, which for some has become a kind of right ( I have the right to know what happens ) and therefore something that is free.2. Focus on the capabilities of the company
What are the great challenges that the media have to face and those that can modify how they behave and their future? The problem is the media themselves, according to the study data. 60% of those surveyed say that one of the big problems that publishers have to face is the fact that organizations are too slow in their adaptation to changes. Change is also present in some of the other realities that the media fear: 45% believe that one of the great challenges they must face is the pace of technological change.Added to these situations is the fact that consumers expect free content (46%), that advertisers can look for better spaces in other media (39) and aggregators (15).3. Mobile devices
Is big media ready for mobile devices? The truth is that the situation is rather complicated and we only have to see how the media have adjusted their online presence to adapt to the latest requirements of the Google algorithm (that mobile will prevail over all things from 21 April): 60% of the 10 large Spanish media are not prepared for mobile terminals. The truth is that they are not an exception and the De Phone Number are still a little behind what they should in terms of mobile devices, despite the fact that these terminals are the future (and already the present, actually) of consumption of contents.45% of the media are not creating content for mobile devices, according to the study by The Guardian and SurveyMonkey, and consumers do not have a great vision of what they are doing either (37% of the British say, in fact, that thinks it’s poor content).
4. What about wearables?Wearables have become a regular topic in the tech and trend media because big tech companies have launched into a race to position these products as the new big fad. In fact, market analysis firms assure that wearables will be one of the great trends for the future and that they will be an indisputable part of the internet of things ecosystem. Wearables will also offer new opportunities in content and advertising, but the media are not positioning themselves to take advantage of the wave. Only 4% are creating content for these devices.
5. Banners will continue to declineIn recent years we have seen many studies that have indicated that banners have been losing traction. Consumers see them less and less and interact even less with them, the media are following different strategies that collide with each other to solve it (there are those who are betting on putting more banners and those who are reducing their weight instead) and brands are preferring other advertising media. Only 29% of surveyed media actually believe that banners will be a prominent part of their advertising revenue in the next 10 years.
6. Close relationship between consumer data and creativityBig data has begun to reach all and all sectors, including the media. Information about what buyers are like is also going to affect the decisions made by those responsible for the media and the content they produce. According to the study, in fact, 68% of those surveyed say they expect that access to consumer data more clearly and to a greater extent will have an effect on creativity, pushing it higher.
7. Technology won’t kill creativityOne of the big questions is how creativity and the human mind are still needed now that new technologies can do more and more things. Many are those who consider that the information and the decisions of the algorithms can be much more efficient than the product of the human mind, however creative it may be. This is not the case, however, in the case of the media. 72% believe that creativity will continue to be more important than technology in the next decade.
8. The growing importance of social mediaFor now, television is still the main medium in which consumers remember seeing an ad (59% compared to the next medium in which they remember the ads they have seen, on the computer with 20%). But although this situation is the one that is still marking the present, that does not mean that the future will pass through another area.
72% of consumers are convinced that social networks will become the main advertising platform, ahead of television. This perception will also modify the advertising strategy of the media, which will have to adapt to a much more social market and in which they will have to assume that the rules of the game have changed.
9. Questions relating to data will be regulatedData has become a decisive element in establishing the success or failure of any business initiative today, and the companies that can gather that information about what consumers are like have emerged as the great winners of the contemporary business landscape . But the truth is that data not only works as a source of wealth, it is also a problem. How should they be managed? Who is entitled to them? And what about consumer rights?
The media are convinced that the future lies in regulation: 70% of those surveyed support governments creating regulations and rules that control how third-party data is shared in business.10. This is all just the beginningThe list of trends cannot really be closed at number 10, because the media and those responsible are convinced that the future will bring many more changes. According to the data handled by the study, 76% of those surveyed believe that many more changes are expected in the near future. The next decade will therefore be a space full of new challenges.