Audiences are increasingly choosing to engage with corporates via digital platforms that enable more immediate, interactive and intimate communications.
Digital communications are more convenient for audiences because they dissolve geographical boundaries and provide the ability to interact with brands anywhere, anytime at the touch of a button. The way that audiences engage and transact with brands is rapidly evolving – and digitally-minded corporates are leading the way.
A 2017 report by IBM found that 86% of corporates are introducing mobile apps as part of their digital strategy to engage better with audiences. Despite this, audiences remain uncertain of whether these new digital platforms are truly a step up from more traditional methods of engagement.
According to IBM, the top four reasons why audiences are disappointed with corporate digital platforms include:
1. Didn’t work as expected;
2. Not convenient;
3. Hard to use;
4. Too confusing.
People want to engage with brands in ways that are faster, easier and more efficient than traditional channels. However, IBM’s findings indicate that technology for technology’s sake has little appeal for most audiences. Rather, people want digital communications, delivered via platforms that are smarter, easier to use and more convenient.
Jim Mathers, Head of Publishing at RACQ, reiterates the important role that mobile publishing will play in engaging with the audiences of now and the future. “We see mobile as absolutely vital for the future…we’re moving into mobile delivery with our digital content because that’s where most digital consumers are active.”
Priscilla Crighton, Communications Specialist at CQUniversity Australia wanted ways to share Be Magazine with its wide student, alumni and stakeholder audiences that would encourage
greater network interaction and consumption of their content in the right way. “An intelligent mobile publishing platform allows us to make a choice to share suitable articles or sections of the magazine to the right group rather than sharing the whole magazine. This includes through social platforms, and that’s a good thing.”
This same sentiment is shared by Matt Hall, GM Member Services, APNA. As a member-based association, the pressure to provide communications in an appealing way to everyone all the time means focusing on getting as many quality touch points with their audience as possible – especially in a mobile way. “More and more people are viewing things on their mobile devices – I know I certainly do – so having everyone receive, say our Annual Report, with the choice to look at it on their mobile phone, which everyone has, is a great way to ensure we tick that box for making sure everyone’s included.”
Having a user-friendly interface, fast access to information and simple sharing applications will capture people’s attention and ensure that digital content reaches and resonates with a wider audience.
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 IBM, 2017 https://www-01.ibm.com/common/ssi/cgi-bin/ssialias?htmlfid=GBE03819USEN