Issue 1 of Digital strategy for communication
The digitisation is an ongoing revolution. When our media habits become more fragmented and niched – and an increasing part of the information flow will not pass via the traditional media gatekeepers – it will be all the more harder to buy attention.
Newspapers die. Next in line is probably broadcast tv. Money changes pockets and what was true yesterday might be dangerous today.
The winners on the ad market – search engines and social media – reward good content before sales messages. Because they feel that the users (the audience as well as the income source) should enjoy themselves and get access to valuable material. Therefore the power lies with the audience. And with those who understand how the digital landscape works, and act accordingly.
So to succeed with your communication you need a digital strategy. Which puts the reader in the center.
Everything you say must be of value for your reader. You have to communicate in channels where your target group is. Your communication doesn't just need to be in sync with your brand, it has to originate – and be measured against – the business goals you've set up for the operations.
To really make it happen you also need to tie everything together and integrate it all.
Welcome to Digital Strategy, a course by Matter Sweden. Don't worry, we will become much more specific. This was the introduction.
Tomorrow we'll go through the starting point of the digital communication strategy: Current Situation Analysis – or as we at Matter call it – "Audit".
You got friends who also might want to take this course?
Invite them with this link. The more the merrier!
/Julia and Emil at Matter