The "average customer", the new paradigm of information

Mobile, social networks, technology platforms, algorithms, bots ... witnessing a new increasingly complex and fragmented information model, in which the boundaries between content, technology and business are shaded, where platforms and algorithms are distributed and existing information, business models are still poorly consolidated and organizational structures are under review.

Understanding this ecosystem being established with new models of distributing information for the business is essential to meet the challenges that the professional sector faces. By its very open nature, dynamic and changing, digital business and especially the media sector are suffering the most intense transformation in its history . The only certainty is the need for this deep digital transformation, evidence that was not so obvious just 5 years ago in the headquarters of most traditional media.

MOBILE CONVERGENCE AND SOCIAL NETWORKS

Mobile convergence and social networking have a multiplier effect on changes of usage habits . The information designed as a compact whole gives way to a flow of information. The 'feed' continuum of Twitter, the Facebook wall, the "apps chat" as WhatsApp , Snapchat or Line, as well as models of sharing led by applications such as Flipboard or Pulse, organize and distribute the information in a fragmented way, as one multiple flow, diverse and unstructured information . In this way and due to the change in the distribution of products information had flows governed by the algorithms involved in the categorization and prioritization of information.

However, in recent years a group of Native media has apparently been able to reinvent the industry and give hope for the future. This is a set of projects that have attracted all eyes, from users to investors and those that are creating the foundations of new information models. The "average customer" have placed the user at the heart of their  strategy and it has been rewarded quickly with their attention.

With all this, undoubtedly the most important and crucial for the future of the transformation sector is the new role they want to play on digital platforms in the field of information. Facebook Instant, Apple news, Snapchat Discover or the most recent alliance between Google and Twitter are initiatives that are destined to revolutionize the distribution patterns of information, shifting the user interaction and therefore also the business from the web media to these platforms.

THE THREAT OF "ADBLOCKERS"

From the point of view of business, all the changes discussed above are also having unintended effects on the world of digital advertising. The appearance of the "adblockers"  are symptoms of profound changes in users consumption patterns. If this is added the slow take - off of mobile advertising , a complex picture for current advertising models is observed.

In the new environment of liquid media solutions appear as native advertising or brand content where advertising barriers and content agency are quickly clouded. Native advertising seems to be the media response against representing the change in user habits and inefficient traditional advertising model. It evolves from one purpose almost exclusively on generating large audiences in their headers to monetize another trying to commercially exploit the content where they are utilized model.

ADAPTING TO DIGITAL ECOSYSTEM

Clearly, the new digital media are not without risk . The uncertain outlook for the advertising market, coupled with the increasing reliance on third - party platforms to generate large audiences, also carries uncertainties that will be answered in the coming years.

For its part, the priority challenge for traditional organizations is to adapt its structures and processes to the current digital ecosystem , uncertain, changing and its profitability is lower than they were accustomed. Moving from local and global hierarchical newsrooms compliment organizations. It is set to more flowing structures. 

In this sense, traditional media are integrating knowing the fundamentals of the "average customer" with what they do best: interpret reality and tell good stories, are showing encouraging results. Because we must not forget that the mission of journalism is still as necessary now as a hundred years ago.

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