Speaking on how technology and consumer demand has challenged marketers to keep up, Nielsen's Steve Hasker shared conclusions that ring true for developing the artist—fan relationship. “Consumer behavior is the driver of innovation," said Hasker offering three trends driving innovation:
photo by Ibail Lemon via Flikr
- Social Media—"In seven short years, every aspect of consumer behavior has changed as a result of social media," Hasker said. In music social media is changing the way artists and songs are discovered, how artists and fans communicate and even how music and related products are purchased.
- Explosion in Multiplatform Media Usage - As video viewership grows across mobile devices, tablets and other platforms, distribution of content is becoming increasingly fragmented as users continue to multitask. “If you don't understand cross platform consumer, you're at a disadvantage," said Hasker. “Marketing plans have to reflect the different ways consumers are getting content."
- Changing Sources of Global Growth - Music has a global audience. “The demographics driving growth are ever-changing in an increasingly global world where technology is advancing across borders and groups of people."
photo by Ibail Lemon via Flikr
