Back in October of this year, comScore released an article that coined the name "digital omnivore," a term used to describe Internet users who are actively participating in the evolution of how we consume content on the Web. Imagine a type of Darwinian image of man's ascent; take this common depiction and add man with a clunky computer, man on a slightly smaller computer, man with his first laptop, followed by a smart phone and maybe end with man on his iPad 2.
Changes across our digital landscape are affecting how often and through which means we access the Internet. Increased WiFi availability allows us to utilize "smart" devices anywhere, at any time, through instant (and often free) Internet access.
Check out the trends below that are feeding the digital omnivore in new ways and make sure your business stays in the loop with trends on the rise in 2012, so that you can effectively reach your targeted demographic in a meaningful way in the new year.
"In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences." - comScore
- The rise of smart phones and tablets - According to comScore, 7% of total U.S digital traffic is driven by smart phones and tablets, a number that is sure to rise significantly in 2012. Smart phones and tablets are like having digital limbs. We can access the Internet via our computer at home or in the office, but having a smart phone or tablet allows the digital omnivore to consume media on the go. Smart phone apps are also aiding in the evolution with quick access to websites and other applications that are efficiently developed for quick use.
- Increased WiFi availability - Once thought of as a privilege, WiFi access is pretty much expected in most places nowadays. Barnes and Noble, Starbucks and McDonalds were some of the first pioneers of free WiFi around the U.S and many large and small businesses have jumped on the bandwagon over the last couple of years. WiFi is convenient for the consumer as much as it is for the retailer. Digital omnivores on their Nooks at Barnes and Noble can read, browse the Web and also purchase the next best seller all on their digital device via WiFi at all locations. WiFi allows for 24/7 content consumption over coffee or a business lunch.
Social Web integration - We can thank Facebook for the mass merger of social media to the rest of the online world. The Facebook Open Graph, announced in April of 2010, has since its introduction, allowed for an on-going merger between websites and social sites, therefore creating a social web. Businesses all over the globe have extended their Facebook presence directly to their websites with "like" buttons and social widgets. Just this past year, Facebook announced its merger with Spotify, a social channel to share and listen to music. The social web shares our Internet behaviors with our social networks, a comcept that the digital world is consuming quickly, yet cautiously.
- New social - Every day it seems like new social media sites are popping up. Whether it's a Facebook wanna-be that flops (Google +) or the "next big thing," social sharing is taking on all forms. Storify and Pinterest are some of the hopefuls this year. Storify allows users to content curate from social channels, while Pinterest has users still begging for invites with its addictive nature of sharing content about anything and everything through an interactive, digital pinboard.
- Barcodes/QR codes - Barcodes are the biggest craze helping to drive offline traffic back to the Web. As smart phones get smarter, top phones like the Android and iPhone are well equipped with barcode scanners that allow consumers to scan a code specifically designed for marketing purposes. Many businesses are using them to increase website traffic, promote a new campaign or even offer discounts. There are many easy-to-use websites that can help you generate a free qr code to help you get started.
Get familiar with the trends above and make sure your marketing efforts include strategies that help you reach the digital audience that is constantly connected to the Web. You could be missing out on opportunities to showcase your brand or product if you do not strategize with the ongoing trends in digital media.