In the news world today, a noticeable shift is occurring, from “pull” media tactics, to an emphasis on “push” media tactics and strategies. In other words, instead of having more people look for news, news outlets now have to look for people and deliver relevant, engaging content on the internet. The Quartz article, “The Homepage is Dead, and the Social Web Has Won—Even at the New York Times,” by Zachary M. Seward, illustrates this trend very well when describing how top tier media outlets such as The New York Times, are having difficulty acquiring homepage visitors, as well as gaining users for mobile apps. This online trend demonstrates how powerful a targeted and personalized mobile marketing strategy can be in order to gain impressions and engagement when sharing online content.
The article also describes how people are now viewing online news, mainly via links from social media and emails. The overall website traffic isn’t in decline the article points out, rather, the traffic is coming through the “side door” more regularly now. Readers are not directly visiting homepages, but instead are viewing information through other channels.
In Mr. Seward’s Quartz article he asserts that users do not want to have to try to find information, they want it front and center where they can easily access it, through the use of social media and emails. Also, because readers constantly sift through information on a day-to-day basis, it is important to provide content that stands out, otherwise it is likely to become lost in the mix.
News outlets, as well as healthcare, insurance and technology companies will have to adapt to digital content trends such as social sharing in order to stay relevant and maintain loyal visitors.
If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.
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