Digital Media in the Modern Age: Connecting Audiences and Driving Engagement
What’s the one thing you can’t do without at home, at the office or out socialising? If you ask me the answer is simple, my mobile device. I’m sure you’d get the same response from most people around the world, including here at home. A survey conducted by Sortlist reveals the average South African spends more than 10 hours online per day for work, general browsing, and social media. Statista research shows at least 47 million people in Mzansi accessed the internet through a mobile device.?
?So, with that in mind, there’s no doubt that digital media is the most captivating tool to get your message or products to customers. It’s for that reason we launched Feel SA as one of the companies within The Collective Group of Companies. Feel SA is an online platform to tell good news stories. We wanted to give people edgy, professionally-told TV news packages at their fingertips. Why? Well, news consumption has been transformed by digital media. Print newspapers and broadcast television have shifted to digital platforms, offering news articles and live updates in real time. Audiences can customise their news intake, follow specific topics or journalists, and receive notifications on breaking stories. And that’s key because people now want full control of the news they consume and are pretty specific about when they access it.
?News aside, social media platforms are now powerful tools for connecting audiences and driving engagement. Facebook, Instagram, Twitter, and TikTok provide spaces for people to share their thoughts, experiences, and interests with others. They facilitate the creation of online communities and allow audiences to interact with content creators, brands, and each other.?
?When it comes to marketing, digital media provides platforms to connect with target audiences and drive engagement. Brands can use social media advertising, content marketing, and influencer partnerships to reach their desired demographics. The ability to track user engagement, analyse data, and refine marketing strategies in real time allows for more effective and targeted campaigns. The return on investment (ROI) can be easily measured by tracking engagement on posts.?
?To drive engagement I would highly recommend companies prioritise certain key elements. These include:?
?1.? ? ?Compelling storytelling: Whether it's through videos, articles, podcasts, or social media posts, captivating storytelling remains at the core of driving audience engagement. Storytelling techniques such as emotional appeal, relatability, and authenticity can help establish a connection with the audience.
?2.? ? Social sharing and community building: Encouraging audiences to share content with their networks and facilitating the formation of online communities can amplify reach and foster deeper engagement.
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?3.? ? Multi-platform presence: Being present across various digital platforms ensures wider accessibility and maximises the chances of connecting with diverse audiences.
?In conclusion, digital media has revolutionised audience engagement and reach in the modern age. Its accessibility, interactivity, and personalisation have transformed how people connect with content and each other. By leveraging compelling storytelling, social sharing and having a multi-platform presence, I reckon companies are on the right track to success.?
Founding Member, The Collective Group of Companies