2017 saw a number of transformative events that shaped the content publishing industry. But three stand out for me as having particular significance for our industry.
The first is Rupert Murdoch’s dismantling (or pivoting as he calls it) of his empire through the sale of his most lucrative assets to Disney. There are lots of theories espoused as to the reasons for this, but for me, it finally signals the transition of power from the hands of media owners to consumers. There can be no further debate that campaign based, push content strategies will no longer work to generate success against whichever KPI you seek to measure it. The power of pull, the power of streaming content when-ever, why-ever and how-ever consumers want, is the new commercial reality so we had all better look to our commercial models to recalibrate. Real-time, authentic, personalised, relevant content is the new black and every channel needs to bend itself around this reality as businesses and brands invest heavily in MarTech to deploy content as cost efficiently as they can to get a decent ROI.
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