Cultivate | The media: What’s next?
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The media: What’s next?

Keeping up with the latest communication trends may seem overwhelming, but there’s no way around it if you want your brand to stay relevant. The good news for marketers is that what once seemed like a bit of hit and miss guess work can now be carefully targeted and measured by using the right platforms and channels.


The mobile movement

There has been giant shift to mobile. With a 30% increase in mobile users in the last year, it’s no surprise that marketers have honed in on mobile advertising. In 2016, 60% of Google ad revenue came from mobile ads and it has been predicted that by 2020, mobile spend will overtake television ad spend.


Blogs are still relevant

There has been much speculation that blogs are dead, but we don’t buy it. Blog content complements and feeds your social channels, giving you the opportunity to increase your brand’s credibility and become a thought leader in your industry. As Google’s algorithms have started to fine pushy ads, quality content becomes more important than ever in your SEO strategy. But beware: gone are the days where you’d write a post, leave it for a day or two, edit, re-edit and publish. It’s all about real-time now and you’ll need to create and adapt engaging content at speed if you want to stay relevant.


Blog to vlog

Just when we thought we had the whole blogging thing figured out, they introduced vlogging! More blogs are incorporating video content to their sites and it’s quickly taking over text. Why the hype?

  • 63% of people are more likely to buy a product if they’ve seen it in a video
  • Creative, engaging video content can set your brand apart from competitors
  • Video can be used as a visual aid when explaining something complex


The power of YouTube

Next to Google, YouTube is the most used search engine. With 1 billion unique user visits each month and 100 hours of content uploaded every minute, it’s no secret that it presents bountiful opportunities for marketers to reach their audiences. Research shows that Generation X watch mostly educational videos, Millennials are mostly interested in workout videos and as for Generation Z, you’ll find them watching vlogs and style collection videos.


Influencers 101 

Working with influencers can take your brand or campaign to the next level, but you need to pair the right influencer with the right audience. These four tips will help you get the most out of your partnerships with influencers:

  1. Match the content to the influencer
    Finding the right fit is key. Ensure the audience is engaged and relevant.
  2. Develop and nurture the relationship
    Show interest in their work, read their blog updates, engage with their posts, and introduce yourself next time you see them in real life. Once the personal connection has been made, nurture it.
  3. Pay for audience, not passion
    Influencer marketing works best when the influencer matches the brand, is in tune with the message, has control of the format, and loves the content. You can judge by the content previously created and shared by the influencer if the fit is right. In theory, influencers should charge for access to their audience and not to promote a brand.
  4. Social amplification
    Share, share and share again! Make your content live longer by ensuring it gets shared on all relevant social platforms via the influencer and the client/brand.

The most important thing to consider when partnering with an influencer, blogger or media publication is synergy between the message, the platform, and the audience. Once these align, you’re on your way to a successful campaign.

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