Do you still read magazines? Printed ones, that is? Then you are probably old – and in the minority. Germany's most widely read magazine is a silver surfer's favourite, Apotheken Umschau. Only eleven per cent of younger people still regularly read a daily newspaper (2004: 48%). More and more people are getting their information from social media: Insta, Tiktok and Co.
And that's just the beginning. In the coming years, technologies such as artificial intelligence will create completely new communication formats – including highly customised content that is tailored to the user in real time. How can communicators continue to reach their target groups in this fragmented media landscape?
THESIS 1: BE RELEVANT
Before you get lost in the labyrinth of new media, it is worth taking a look at what really concerns your target groups. Communication does not get through, above all, because it bypasses the topics of the stakeholders. Those who really understand the challenges of their customers will also find the questions to which people want answers.
THESIS 2: PACKAGING COMPETENCE INTO GOOD STORIES
Relevant topics are successful when they are packaged in exciting stories. Successful companies define socially relevant storylines at the interface between their own expertise and the interests of their target groups. Such stories entertain, inform, educate and provide opportunities for identification.
THESIS 3: SELECTED CHANNELS, BUT THE RIGHT ONES
Good stories are the content bracket for the roll-out in new formats. But how much budget and energy should be invested in which channels? How important is the reach on LinkedIn, which influencer fits the company? Those who operate at a high level on selected platforms will achieve more than those who dabble broadly.
A lot of change is happening on the surface. Channels, formats and mechanics have changed. But content remains crucial. Those who tell relevant stories in an exciting way will remain connected to their target groups in the future.
Thanks also to the editorial team at MEIN GELD for sharing this in their June 2024 issue.
