In today’s digital landscape, mobile apps, videos and social media go hand-in-hand with what industry experts call the “connected consumer.” According to a May 2018 Nielsen Insights titled “How to Reach, Engage and Measure Today’s Empowered Consumer,” today’s consumers spend over 23 hours a week using apps, viewing videos, streaming audio and social networking on their smart phones.
Brands are starting to embrace the concept of two-way conversation as a way to interact with their consumers. Increasing the array of channels, devices and platforms that splinter mass communication into the thousands of niche outlets, allows brands to cater to specific audiences, the report states.