Examining the evolution of media platforms over the past decade is remarkable. From MySpace to Snapchat, emerging media platforms have completely altered the way we function, causing a transition from actively seeking information online to inhaling information from multiple different directions. Every new media platform that follows the next produces higher rates of acceleration than the last. Snapchat has an estimated 200 million monthly active users in its fourth year, making it the fastest growing media platform to date (Morrison 2015).
Why does this pattern matter? It produces a huge window of opportunity for modern-day marketers, but presents drastic, time-sensitive obstacles as well. Marketers have to work to stay ahead of the evolving curve in order to identify which platforms their target audiences will flock to next, how to best capture their attention, and how much money and resources should be allotted in their budget and workload for the new platform. With so much information to consider in a short amount of time, keeping the focus on the target audience is key.