Covid and the Digital Media Boom
“We know that digital is the new normal. The consumer today is digitally grounded and simply will not revert back.” So said Nike chief executive John Donahoe recently, regarding the lasting impact on consumer habits he feels Covid will have.
The pandemic has upskittled so many aspects of our lives, and the media landscape has not been spared. Covid has acted as a huge catalyst for increased consumption of digital media across every platform, massively accelerating an already prominent trend away from print.
And this delivers a much more important transformation than print merely having less impact. Of more strategic interest to clients, is that a worldwide increase in digital consumption creates a media landscape that transcends traditional sales territories.
That is to say, some of the most impactful press coverage for the UK market today may not actually originate from British media at all, but instead come from a broader spectrum of English-language publications, many of which are US-based. And the reverse is equally true, with specific UK-based media having a huge impact on sales in other English-language territories
- Bang & Olufsen, Mous
- Strategic consultancy
We know that digital is the new normal. The consumer today is digitally grounded and simply will not revert back.
– John Donahoe, Nike CEO
This has obviously been the case for some time now. Online search engines have been providing access to content from around the world at the touch of a few keys. However, with the digital nature of our lives increasing exponentially as the world succumbs to a more virtual existence, the need for a PR strategy that transcends territories has never been more imperative.
Our experience shows that by ignoring the reality of this borderless media landscape, by continuing to focus on traditional PR territories, a brand will fail to maximise potential opportunities. This is because consumers are not interested in whether a product review is from a US, Canadian or UK title, but rather what feature is easiest to access or has the strongest editorial credibility for them. As an example, many of the most impactful, high-ranking SEO round-ups for UK consumers are based in the US.
Over the past two years, we have taken a global approach to our press office work with client, Mous. Using a specific formula which calculates the Share of Voice percentage of the top SEO round-ups, we are able to identify a list of the proven, most impactful publications for driving various measures of engagement, such as website traffic. This method is eye-opening in revealing the very even split between the top influential UK and US titles, and enables a specific targeted outreach that we know will see results. Moreover, combining outreach in this way allows for a more coherent PR strategy, producing standardised messaging throughout the English language publications.
The latest endeavour by Nous Communications into this borderless media landscape has seen the extension of our partnership with Bang & Olufsen. While previously only managing the UK press office, our work now encompasses that of the US too, as well as looking after the most important English language global reviews. By aligning these three aspects of our B&O account, we are now able to tailor our work to a larger English language press office, and can ensure the same calibre of work across each territory.
So while targeting US press may not necessarily seem a pressing concern to a UK firm, bringing those contacts on board with a brand is absolutely critical to achieving success, particularly if the company’s main objectives are to drive consumers to their e-commerce platforms and traffic to their websites.