The ABC Multi-Platform report plopped into my inbox yesterday. It continues the narrative of a decline in print and the shift to online. Some web properties such as Mail Online are enjoying incredible growth (up 4 per cent month-on-month to 42 million).
The third IPA TouchPoints Survey reported last week that social media penetration in the UK was 37 per cent with Facebook the most popular platform. You’d be forgiven for thinking that it should be much higher.
This is the ongoing story of media fragmentation. We’re at an inflection point and for the moment at least PR agencies need to be able to help brands navigate traditional, online and social media.
At least that’s our view at Speed. Media planning tools are taking an increasingly important role helping us identify audiences and their media habits.
Hi Stephen, very useful post. It’s easy to get caught up in the Social Media bubble and restrict your activities to online campaigns. The majority of people are still offline and need to be reached through more traditional means – a friendly face and a handshake still go a long way. Charlie
Hi Charlie – Thanks for stopping by. You’re right there’s no denying the rise of social media and the decline of print. But its not at clear cut as we maybe think. Cheers, Stephen
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You are right a 360 degree approach (that includes radio and broadcast) is required to reach out to offliners. The rise of social media sites isn‘t just transforming how people communicate, it is changing how they buy, with more people letting their fingers do the walking after a social media recommendation. PR Moment recently ran a piece suggesting 43 per cent of British consumers are more likely to shop at a website they noticed because of a social network. Male consumers are considerably more influenced this way (51 per cent compared to 35 per cent of women). I can’t remember the last thing I bought in a shop and haven’t bought a newspaper in six years so guess I’m in that 51%…