To successfully navigate shifting media consumption trends, media entrepreneurs must perpetually evaluate how best to retain current customers, while reaching and engaging new ones. Macro trends – such as mobile access and time spent with new technologies – are disrupting how people consume media. This means that the channels for acquiring and retaining customers are changing significantly. You need to be familiar with tools such as human-centered design and customer journey mapping in order to know how to effectively reach and engage your audience. Here are the questions you’ll consider in this chapter
- What are the various channels for acquiring and retaining customers, and how can media entrepreneurs learn to evaluate channels?
- What is “human‐centered” design and customer journey mapping, and how can they help brands pivot in creating, aggregating, and planning content distribution?
- How does channel mix change as media consumption shifts and brands outgrow their target audience and attempt to reach new audiences?
- How does customer experience affect loyalty and brand attachment?