According to latest Nielsen stats mobile Internet usage in Australia has skyrocketed from 59million to 229million page views, or nearly 4x in the year to March. Australians spend an average of 6.5 hours a day consuming media and nearly 30% of that time is now spent on a mobile device. The recent Fairfax and News International restructurings are, in part, responses to some of these changes and there are two important learnings for all brands in this.
Firstly Australians are not consuming less media. 6.5 hours a day is a lot. There is as much, if not more call for quality content than ever before. Indeed I would argue that all brands will be measured by the quality of their interactions with their customers and in the B2B space quality and engaging content IS your brand. This is one reason why News International simultaneously purchased Business Spectator and Eureka Report.
Secondly you cannot control how, when or where customers should engage with you. That power now rests with them. The days of single channel communications e.g. newspapers or even BDM's? are gone. To succeed your content must be available across multiple channels, where and whenever the customer wants it. Online and mobile must be a key component of your strategy. A reliance on just one method of engagement is a strategy that has had its day. Is your business ready?