Original Infographic from Business Insider: http://www.businessinsider.com/infographic-content-40-and-ignition-2012-8#ixzz24xC7Nd8I
In this blog post, I dissect this infographic to explain it further:
This portion of the infographic shows that when digital/online content is relevant, attractive, emotional and convenient, it inspires a consumer response that creates value. The listings underneath each circle show “how” things fall under those titles. For example, Pinterest makes SHOWING and SHARING a product attractive and creates interest. Those images are often relevant to the “caption” or the link that is referenced with the image (i.e. a blog article on “how to make this” shared = relevant content). Images create an emotional response of some kind (i.e. That is such a beautiful dress, I want it!) and the convenience of viewing the content on various platforms is now available “any way you want it”, on a computer, tablet or mobile device. In addition, the convenience of sharing that content has increased as well, through various online social media sources (pinterest, instagram, tumblr, facebook, twitter, etc).
Advertisers and those planning their overall media strategy have to ask themselves some very important questions. With this plan, are we hitting ALL of these targets? More specifically, is the message we’re sending relevant, attractive, emotional and conveniently reached? WHY? HOW?
When we apply the same rules that traditional media has used over the years and give it a “digital upgrade”, you’ll find the same “frequency, reach, & creative messaging” standards all apply – with the added caveat that media consumers are more savvy in today’s digital age, so the targeted messaging approach to advertisers is what makes an ad campaign more successful, because you’re able to more accurately reach that consumer who is interested in your messaging – making it RELEVANT to their daily life.
By creating ad campaigns or an overall digital strategy that hits these four areas of interest, you are able to immediately build a solid foundation of value. This value appeals to consumers and advertisers alike.
Over the years, digital has grown, consumers have responded in certain ways. The internet’s database of information has expanded so quickly (and continues to expand) with information automatically listed at your fingertips after a quick search. One of the reasons that Google has seen such an amazing level of success in the past ten years is because they have maintained a focus on “relevant” search engine findings. Google’s algorithms make search relevant, and therefore “convenient”. Other companies that have been able to create and maintain a growing revenue based on convenience are iTunes and Netflix, who provide traditional content available to download quickly online for either purchase or rental. Technology at your fingertips. This is true value to a consumer.
In recent years, we consumers have created the current supply based on our demand of micro-purchases such as music or apps through mobile devices. Consumers actively spend 99 cents to 5 dollars to purchase an app or digital download. Thanks to the ad supported “freemium” products, like Pandora, we have the choice to use the product for free and be served ads, or purchase their premium subscription for an ad-free experience.
The last point speaks to how with the growth of the internet, we’ve come to truly value quality content. The now common joke, “well I read it on the internet, so it must be true” defines the importance of quality content being listed as such. Media companies who have been providing free content online, now realize that the online posts of the same content that people have paid for in print, VHS or CD/Record/Cassette, carries the same value no matter how it is accessed. The value is not in the tangible item, but instead in the quality of the product itself, whether it be music, an article, an image or anything else. Subscription services to access that quality content and the enforcement of copyright piracy in recent years has increased the value of the creative content itself.
Bottom line: People are willing to pay for quality content and they see the value in being provided what they’re looking for in a convenient manner.
Enter the new age: Content 4.0.
We’ve evolved so far in the availability of content to the masses. With the surge of the internet’s ability to provide everyone a “voice” online, relevant and quality content quickly gains an advantage. As we have grown with technology, we have learned and continue to learn how to leverage technology to merge with our overall business plans. Content 4.0 brings an age where we say goodbye to “free online display ads” and “digital content provided as added value”. Technology’s growth in the past several years has proven the value of the digital world as a growing revenue platform and certainly more valuable to any business’ bottom line than ever before.
Original Infographic image (and all copyrights from image) belong to: http://www.businessinsider.com/infographic-content-40-and-ignition-2012-8#ixzz24xC7Nd8I