|Photo: Tanja Cappell|
The reader accepts advertising while reading contents of interest. This agreement seems to be vanishing in the digital era. In the overwhelming quantity of communication, news and advertising are more and more difficult to discern. Language on media is clearly making a breakthrough and things keep on moving fast. In my opinion, it will take quite a long time to have it clear, yet there are 3 focus points that would help in meeting your needs of good digital communication.
1- COMMUNICATE FOR HUMANSnot for bots. Communication starts and ends offline because real life is offline. Search engines and social networks are means for us to reach recipients, therefore cheating on their algorithms is cheating both on advertisers and readers. A disappointed audience doesn’t make your client happy.
2- NO VANITY METRICS ALLOWEDIncreasing followers increases pride and could also be reassuring for those who pay the bills. Digital communication however, is very measurable and you should spend a bit more attention while planning your tasks. Finding the right metrics that correspond to your real objective is the best way to a good ROI and to real growth.
3- FOCUS ON QUALITY OF CONTENTSclick-baiting is useless because it has no actual recipient, just like spam. Presenting your contents in an easy, unusual or humorous way is often a good idea. The message must be anyway complete, clear and on time in order to satisfy your audience and fulfil your project.
In conclusion, communications professionals should take care of the communication environment and make it work using no shortcuts. Those who don’t agree can