The stats don’t lie: more and more Australians are turning their backs on traditional media. According to the latest Australian Multi-Screen report, TV broadcasters have lost a quarter of their audiences over the last five years to online streaming services. And as nationwide newspaper circulation falls (dropping up to 16% with in a six-month period), digital subscriptions to the same publishers increased (21%year on year). If you haven’t started shifting your marketing budget towards digital channels yet, your brand – and your profits – will be impacted.
While it’s never been so important to connect with your customers online, a ‘one size fits all’ approach won’t cut it. The speed at which the digital space evolves is extremely difficult to keep up with. In the last 18 months alone, the stratospheric rise and fall of ‘fake news’ has altered the rules of engagement – causing Facebook to launch a new algorithm, prioritising content shared by friends and family over businesses and publishers.
So what does this mean for your brand’s ability to stay relevant online and drive sales in 2018? Here are just a couple of insights for creating digital content and the most effective ways to share it: