New scenarios of digital communication have redefined the whole information and advertising market. But what has generated this change? Obviously, the technological momentum and the new consumption habits.
On the one hand, technological advances have resulted an impressive growth of media consumption in different scenarios, in times and ways of consumption never seen before. These new media, always in constant evolution, are spaces full of opportunities, challenges, and changes that allow brands to adjust to the different consumer profiles.
New consumers are amazing information-eaters. Their habits have evolved in search of new experiences, so products or services must offer them new sensations through advertising formats increasingly integrated. The user is the one who decides how to consume.
In digital communication, the content is not only designed to address targets with specific sociodemographic or psychographic profiles, but also to approach specific individuals while satisfying the specific information demands of each user. Therefore, both content and media are the protagonists of this new communication cycle, in which there are no limits to access information, nor to the volume of this information.
These new scenarios require new ways of displaying information with higher doses of imagination and creativity. Now, content creators have a limitless horizon of ways of reaching their audiences.
Beatriz Romero, beon. Communication Digital Director