For those working in the marketing and agency world, this flashpoint requires us to look at content — including PR and advertising — in a fundamentally different light. Companies, departments, and individuals need to accept a new reality of constant change in order to find their place in a digital future.
Digital transformation has been making waves lately across the media industry. Agencies should start looking at the digital big picture and focus on integration. To stay relevant, agencies need to know exactly where business technology is headed, and be sure to stay on top of each shifting digital trend. Facebook, Google, Instagram and Snapchat continue to upend all media conventions.
Most stakeholders still think that digital platforms are a waste of time. It’s a great place to post photos of your 3 Michelin star dish, announce your opinion on politics or music, exercise your thumbs by clicking “Like” and “Follow,” and other meaningless endeavors. But no? The trends are clear: people are turning to the Internet for more and more of their news, therefore developing an effective digital strategy is essential for long-term survival. Unlike traditional methods, digital platforms offer the ability to see in real time what is or is not working for your business, while still being able to improve your results very quickly. This enables companies to refine their strategy at any point in time and see any improvements or opportunities for further refinement almost instantaneously.
Not only do consumers respond better to visual information than plain text, but a digital ad platform allows companies to use extensive targeting options. This transformation has been vital in diversifying company products and promoting new growth opportunities for targeted stakeholders. There is no doubt that getting your news through the engines that Twitter and Facebook and Snapchat have built is a better experience for the reader in terms of speed and design than those built by many publishers.
-Bottom line- Businesses will need to start appointing new executives to oversee the company’s digital vision and drive its initiatives. However, whilst I am passionate about all things digital I suggest you don’t blinker your vision and miss out on any traditional media. A blended strategy of traditional and digital marketing can still yield returns for any business.