Digital Marketing For Media Companies

Digital Marketing For Media Companies
Nowadays everything that we do is dependent on the internet. The world wide web has had so deep an impact on us ever since its inception that today even imagining a world without it seems impossible. Brining places and people together; connectivity in short has been the biggest highlight apart from information sharing. Media companies in particular have played a significant role in helping shape the world as we know it, both good and bad. News channels and papers, social platforms, all are a part of the media saga. Needless to say, that like every other industry and business, even media houses depend on customers. Without people to use the social platforms or read and watch the news, there will be no operational activity. For media companies, grabbing market share relates to the number of viewers or readers, active users on a particular platform, etc. and with the growing competition it is getting tougher to even maintain the current customer base let alone attract new leads. There not being much difference in the type of service being provided, what media companies depend on to get readers/viewers/users is their marketing strategies. It is common knowledge that when you have the same products, how you perform depends on how you present them to the customer. It will be repetition but we have to stress on the fact that with everything and everyone being digital, the traditional marketing methods are now close to obsolete. Digital marketing is the new trend and will stay for the years to come. However, there are parties who have refrained from this without realizing what they are losing. In the event that you fall in the category or even if you have adopted digital marketing for your company, let us read on to find out why media companies should adopt digital marketing, its advantages, the challenges it faces in the industry and what can be done to attain maximum results through the campaigns.

Why Media companies should adopt Digital Marketing- Its Advantages

It is not rocket science to know that media companies have a huge reach with the audience, however in todays times we cannot say for sure which level is enough. Moreover, accessibility is of a higher importance than reach. Until and unless people are able to access the content whenever they want, the credibility stays low. Digital marketing helps achieve the 24*7 availability and boosts the already high reach increasing the chances for a better result. The resources available are the same for every company so even those who have just started out can compete on a fair level with the big players. Digital marketing helps media companies earn higher savings; due to the low costs of placing ads and nobody hates a few extra bucks. The 24*7 availability helps gain trust which ensures loyalty from the customers point of the view, making them stay and turn into goodwill ambassadors.

Challenges faced by Digital Marketing in Media Industry

There is no doubt that digital marketing helps gain customers (reports suggest that nearly 40% American adults get their daily news from Facebook), the following issue keeps coming up when using the services of Digital Marketing. 1) Changing Algorithms- This is the biggest drawback when using digital marketing, specially on social media platforms. In order to try and accommodate everyone and give them a fair chance at gaining customer share, social media as well as normal search engines keep updating their algorithms which force companies to always change their marketing style and sometimes even content. Facebook recently launched Instant Articles which has disrupted the traffic to media sites by trapping people within their social media experience. Even though the advantages are numerous and the results significant, media companies have to try and figure out a way to own their audience derived from digital marketing campaigns.

What can be done to increase the efficiency of Digital Marketing Campaigns:

Without wasting much time let us straight dive into the points which will tell us what media companies should do in order to maximize their ad campaign results- 1) Live Promotions:Running live promotions on Facebook is a great way to interact with the audience in real time as well generate buzz for your product/service. Posting videos is surely another way of promoting the business, but live videos are the current trend and the audience will give value to only those who stay up to date with them. 2) Customized and Reliable Content: You should segregate your audience into age groups and accordingly plan what content to post for whom. This ensures that the target group gets what they want and can relate to it. A group of 60-year old will not want to read how to build abs in a span of 3 weeks. Moreover, you should also try and educate your audience through content marketing. It is advisable to give free information as to increase the chances of higher revenues in the future. 3) Mobile Optimization: If your website does not get displayed within the top 10 search results chances are that it will be viewed by chance and not by choice. In order to improve your chances of appearing in that window, you should ensure that your website or landing page is mobile optimized as Google is starting to roll out its ‘mobile first’ policy which gives preference to those websites which can be viewed easily from the device.

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