Consumer engagement through content (is king)
A new study published by the web analysis firm JupiterResearch has claimed that despite a slow in the growth of online audiences, it is still possible for media savvy firms to capture and keep new customers.
It recommended that businesses evolve their online strategies to include content which is optimised for traffic, as well as widgets which will encourage an increasingly “fractured” online audience to pay attention to their sites.
The research organisation argued that in order for content-producing firms to survive and compete within the current market, they must find new ways to connect with their audience and compete for their online time. Such a warning, though, is also relevant to any business marketing itself through the internet. Where news resources and comparison websites are struggling to gain the attention of those browsing the web, sites which market products or services must also raise their online presence.
As Barry Parr, media analyst at JupiterResearch and lead author of the report, commented: “It’s becoming more difficult every day for potential audiences to find you.”
March 19th, 2008 at 7:16 pm
I wrote an blog on this yesterday following up from a recent post by John Battelle, related to the point here. If companies want to succeed then ‘engagement’ is going to be key. Get this right and you’re more likely to achieve your goals.