Our media market is evolving. In less than five years the online newspaper subscriptions grew from low to skyrocketing registrations, as opposed to the printed subscriptions which decrease year after year. In this digital age we want to be informed about news and anything related to our business around the clock. Consumers want media to change the way we report and this is a process that has been going on for quite some time. Innovation is key to keep up the pace.
When looking back at the dawn of internet and its first introduction to the markets, only big companies started investing in first websites and something that looked like an online customer service. Newsletters were still a rarity. However that quite quickly changed when also SMEs started discovering the advantages of embracing the internet, the introduction of online advertising, the rise and fall of search engines (remember Altavista?), or the importance of pageranking. Embracing all these technologies meant putting on a different thinking cap and looking into how to best implement a digital strategy and transform a company to enter a new era. These days we all have e-mail, we all use social media, use online advertising services and blog about our brands. As the market evolved, media intelligence also evolved.
A logical evolution
Media intelligence services have widely expanded the last twenty years. As customers became more demanding, wanting to be on top of the information which referred to their brand or anything related, media intelligence companies sometimes had to reinvent themselves to stay on top of this ever-changing and fast-evolving digital age. Specifically the last five to ten years had a big impact on how consumers want to be informed. Think of the rise of social media. As they were perceived as a passing trend in the beginning, they have now received a more important status than ‘the internet’ to connect or even inform people. Same with mobile solutions as we see that more and more people switch to smartphones, again influencing their expectations of media coverage and media intelligence services delivered at their doorstep, constantly.
The question of innovation
So yes, to keep the pace, innovation is necessary. Obviously investing in trends always is a risk. When analyzing social media, do you include Tsu or not? Now that Snapchat is surpassing Twitter or that Instagram is including specific advertsing services, should we do anything with that? What with broadcasting services? Sometimes YouTube posts video snippets faster than the media companies themselves, also referring to brands, news items or anything related.
A constant look with open mind to what’s happening on the market is a challenge media intelligence is faced with everyday. A lot of investments have already been made to anticipate to those demands, but one certainty remains, not all services, modern and high-tech as they may be, can be fully automated.
One definite factor
True, automation and speed often go hand in hand and certain services can be fully automated (think of radio/tv web alerts, where a computer analyzes radio and tv footage and provides tailormade reports with computer-generated transcriptions), but there’s always a price. It’s called quality. Human editors know their customers far better than computers do and know what info should be reported about and what shouldn’t. Think of what is being said in the press, that’s still edited prior to sending this to the customer. A digest of what the customer should really be informed about, rather than providing tons of information the customer has to filter by him/herself. There’s the difference.
Auxipress is proud to have a dedicated editing team and an excellent customer service to still provide the quality a customer expects to receive from a media intelligence service. We do not deliver noise, we deliver content.