Audiences Within Audiences Are Redefining Digital Media.

Content marketing is on the rise as digital technology is fragmenting audiences with endless options, empowering them to avoid commercial messages. As a result, there is a growing need to align brands with content that amplifies authentic and relevant messaging, which in turn creates evangelists who have their own audiences. 32% of online consumers trust a stranger’s opinion on public forums or blogs more than they trust branded advertisements and marketing collateral (Forrester, 2012), and 71% are more likely to make a purchase based on social media referrals.

“We are no longer just part of the information consumption or production process; we are evolving the system for learning and sharing through real-time signal repeaters that boost the reach of digitally transmitted messages – from your status update to the world in seconds. The audience with audiences populates conferences, webinars and meetings. The audience with audiences redefines the living room. Each update we share quite literally becomes a social object, a form of media that invites interaction where reach resonates and extends like concentric circles with every instance. Social objects represent the asphalt that paves the roads between us.” —Brian Solis, Altimeter Group