Like the universe, the Internet is continuously expanding. By the end of 2011, 2.3 billion people were connected to the Internet and 1 billion people had mobile-broadband subscriptions. We also know that they were busy writing 28,000 blogs on Tumbler, uploading 48 hours of new video, sending 100,000 tweets, and entering 2,000,000 search queries on Google – every minute. That’s a huge audience and a lot of data.
The problem is making sense of it all when you are crafting your communication strategy. In this fast-paced world of information, where countless competing entities try to capture the public’s attention, you need powerful insights that help you grab awareness and engage your audience. This is where a digital mapping comes in.
A digital mapping is an analysis of the relevant digital landscape tailored for your campaign needs. At ZN, we look at an array of factors, including audience behaviour, media activity, social media activity, information availability, and digital trends. We also look at the level and performance of your communication activities, and those of key players in the digital environment you want to enter. All these findings are then analysed and turned into a set of informed communication tactics that help you build a strong and informed communication strategy.
Content Marketing – This year’s trend
Many marketers are saying content marketing is going to be their top priority for 2013. This means they will need to personalise content for their audiences. However, to do this effectively, they will also need analytical skills – which many marketers say they lack.
It is true that the essence of content marketing is simple and the first advice you will often see is a variation of: “providing relevant, high quality content for your audience”. However, the key to success in that advice is the word relevant. Relevant content delivers what the audience wants, which requires marketeers to understand the behaviour and interests of their audience. This is only acquired by collecting, sorting and analysing data.
That’s why, at the core of the editorial team’s consulting advice, there is an audience profile – mapping behaviour and interests. ZN has preached the benefits of content marketing for a long time, and it is one of the editorial department’s specialties. So, if you want to understand your digital landscape, want insights about your audience, or question the performance of your content marketing, put our digital mapping and expertise to the test.
