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Marketers would be forgiven for believing that the long promised on-demand revolution has failed to materialise. But brands must beware of believing that media consumption habits are sitting still. With this in mind, 2CV's experts explain how brands need to get to grips with media fragmentation.
A camera, a telephone, a television, a VCR or even DVD player. Less than a decade ago, all these devices were separate in physicality and in function. Nowadays we instinctively look to one device to fulfil all functions, to communicate, to capture, and to entertain. This new dynamic not only changes the time frame in which we communicate and consume, it is also revolutionising the space in which we do it.
The rapid rise of buzz tracking and social listening tools in the marketing research industry shows the importance placed on consumers' conversations. Out of all industries, media and entertainment brands arguably have the biggest natural advantage over all other brands - constantly updated content.
Working with companies that want to harness the power of the digital economy in their business model has alerted 2cv to the similarities between this shift in emphasis and entropic processes we are taught in our science lessons at school.