Organizations are striving to find ways to deliver on customers’ expectations for real-time interactions, and leveraging multiple channels provide in the moment messages that are relevant and tailored to individual customers.
Real-time communications have become a necessity, especially since today’s customers are used to immediate gratification to their needs. Just like they’re able to pick up their mobile phones and connect with people in their personal lives, they also expect their business interactions to take place in the moment, allowing them to resolve any issues and satisfy their needs without having to wait.
Technology has been a catalyst for real-time interactions. “It is no secret that technology is speeding everything up,” notes Don Peppers, founding partner of Peppers & Rogers Group. As advances in technology make real-time interactions an everyday reality, organizations have had to make investments and embark on projects that allow for immediate communications.
The media industry has been shaken by this shift in expectations, leading to changes in the way many of the major players do business. Despite challenges that include cutthroat competition, the State of the News Media 2014 report notes that in 2013 and early 2014 there was “a level of energy to the news industry not seen for a long time.” This boost includes an expansion of digital players, which, although once scoffed at, have been gaining audience share.
This change shouldn’t come as a surprise. As 1to1 Media notes in this article, “The Media Industry’s Social Mix,” social channels and their ability to provide information as it’s happening, has completely shifted the media landscape. Customers no longer have to wait for the next news bulletin or to purchase the next day’s newspaper to know what’s happening. Instead, armed with a smartphone and a social channel account, every person can share news as it happens, as evidenced following the 2013 Boston Marathon bombings, when the Boston Police Department itself used its Twitter account to share updates about its extensive manhunt.
Some media outlets are taking this shift seriously and finding ways to be the first to provide information as it happens. Customers, for example, can download a media company’s smartphone app and opt-in for alerts, allowing them to remain in the loop about breaking news. And following media outlets on social channels also provides access to their feeds with information about news as it happens.
By: Cynthia Clark | 1 to 1 Media
Read the full article.