The overall scenario of the digital age is characterized by new communication patterns and new purchasing behaviours. The spread of smartphones and new mobile devices allows the “everywhere, anytime“ information fruition.
The role of the Internet has therefore evolved from a mere information and content distributor to a real entertainment media.
The real drive of this evolution can be identified in the overwhelming growth in the use of social networks, which have significantly reshaped both personal and professional relationships, thus transforming mere digital tools into reference and value creating environments. Social network data traffic is so substantial that 1,409,604 posts, photos and videos are uploaded or updated every minute (Gartner).
To get an idea of how the media world has been changing, just think that in Europe and America they spend on average between 12 and 13 hours per week on the Internet and television. Gartner also estimated that the tablets sales will increase from around 120 million units at present to more than 370 million ones in 2016, while the smartphones sales will increase from about 650 million units in 2012 to more than 1.3 billion units in 2016.
Among the inputs drive us to the multi-channel approach alternative – i.e. the use of multiple channels in building relationships, communicating and providing services – the development of new technology was the most important as it provided the users with such a multiplicity of communication tools and even social aggregators.
The multi-channel approach, however, is not only linked to the interoperability between devices: it is instead mainly strategic in the relationship with users. Actually, the starting point of any multi-channel strategy should always have the end user as its center. It is not just about implementing communication channels or choosing the proper tools, but especially of producing a matter of contents fitting the specific features of the channel used to spread them out and the type of user who will use them.