There’s a lot to understand about today’s digital-first world. What’s more - the digital landscape is always evolving. There’s a lot for advertisers and brands to consider if they’re going to successfully navigate the digital landscape and get in front of the right people.

So, what does the landscape look like, and what are the challenges that brands need to be aware of? Well, the first challenge is just where to find your audience! Not only are people spending more time online, but that time isn’t being spent in one or two places, but across many different platforms.

Let’s consider a day in the life of an average consumer. Mica wakes to the sound of his favorite podcast playing on his smart speaker. He sips his morning coffee while scrolling through Instagram, then checks the train times for his commute. On the train, he watches some movie reviews on YouTube and chats to a colleague about an upcoming meeting on Slack. By the time he’s arrived at work and logged in to his laptop, he’s already used a number of platforms across a range of devices.

Audiences today are split across multiple platforms. This is known as fragmentation and it means that it’s becoming increasingly difficult for advertisers to reach their audience through a single digital channel or platform, presenting them with some unique challenges.

For example, you might select social media as your channel of choice for reaching your audience during your next campaign. But, it isn’t quite that simple. Each social media platform – from TikTok to Pinterest - has its own user interface, unique selling points, formats and communities - so just deciding to use ‘social media’ doesn’t quite cut it. You have to get a lot more granular!

There’s also a bit of a blurred line between platforms and channels to be aware of. YouTube, for example, could be considered a social media platform. But, it’s also one of the largest search engines in the world, and it’s a video platform that could sit alongside traditional broadcasters like HBO.

Next, the 24/7 nature of the internet gives your brand the opportunity to be open for business around the clock. This means that existing and prospective audiences can learn about your products and services, make purchases, and even request customer service wherever they are, whenever they like. Your audience expects you to be available as and when they need you - which can be a serious challenge. But the good news is this works both ways! Advertisers and brands can have ongoing communication with their audiences through their various online channels. So, while people can reach you whenever they wish, they’re also accessible and potentially receptive to your messaging 24 hours a day, 7 days a week.

To help you understand the multitude of channels at your disposal, one useful way you can get your head around them is to categorize them as paid, owned and earned media.

First up – paid media. Basically, this is your advertising. It’s content, like paid search, display ads and in-app ads, and you pay to put it in front of the right eyes. This channel also includes social media ads and content created by influencers that you’ve paid to talk about your products or services.

Next - owned media. This is content that your brand owns and controls, and includes your website, the posts you publish on social media and your email marketing.

Last on the list, earned media consists of content that others create about you, usually for free. It’s things like online reviews, conversations about your brand on social media and written or video reviews – even word-of-mouth can be considered earned media. It can have huge potential for establishing consumer trust if it’s properly managed, so it’s a really valuable media type for brands.

Now, with so many channels and types of media to keep track of, your core messages and brand voice can get lost in the mix. That’s why, alongside everything else, it’s important to have an omnichannel approach to digital media and to keep your messaging consistent across all digital channels and platforms.

An omnichannel approach is all about consumer centricity. It’s key to providing top-tier experiences that are memorable, promote trust and make engagement with your brand as effortless as possible. Your promotions, offers and customer support features should be made available to users across all channels, platforms and devices - and people should be able to access them wherever and whenever is most convenient. When it’s done right, an omnichannel approach can make discovering and engaging with your products or services much easier for your audience, ensuring they’re always just a few clicks away from enjoying what your brand has to offer.

The Digital Media Ecosystem

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