According to data dug out by Australian communications consultancy firm Activate, publishers have been squeezed out of the referral game. This means, for example, that traffic to news websites doesn’t come from other news websites, but through non-news channels like search engines and social media. While two years ago news sites still accounted for nine per cent of referral traffic, this share has virtually vanished into nothingness this year.
For publishers this doesn’t necessarily need to be a bad thing, as long as there’s enough incoming traffic from elsewhere. Being the final digital destination arguably is more important than being the trafficker. An all-inclusive online marketing strategy would have to consider social media and search engines foremost, and also look at aggregating sites.
Read the data from Activate.
Download the chart here.
More like this
Chart of the week: The world's biggest publishing markets
Five charts that explain the power of mobile native video
Chart of the week: Content is king when it comes to SEO
Building the future of journalism: analyse, atomise, amplify, archive
Content is a collection of data, an array of information and a bundle of details. As such content is flexible, it does not care on which platform it’s published or when it’s shared across social media and certainly content does not prefer one reader over the other.
15th Mar 2017
How to develop your chatbot strategy
If you have Alexa, Amazon’s intelligent personal assistant, then you probably start your morning with a conversation with a chatbot. Because let’s admit it: chatbots are already everywhere. On the one hand, we love to hate them because they are, well, not human. On the other, we love to love them because they create an interactive and personalised experience. Brands have been quick to adopt this technology. Too many media companies lag behind experimenting in this field.
16th Mar 2017
Video strategies for a visual world - with AJ+ and AwesomenessTV
Unsurprisingly, a hot topic for many of the speakers at this year’s Digital Innovators’ Summit is audience engagement via video. On day one of the conference, Alan Saura, audience development strategist at AJ+, focused his talk on how to maximise audience engagement using video and social media. Meanwhile, chief digital officer at AwesomenessTV, Kelly Day, explained how the company harnesses the unique attributes of Generation-Z (those aged between two and 21 at present) to create content that really speaks to this young but powerful audience.
20th Mar 2017
John Wilpers showcases top trends included in new FIPP Innovation World Report
Messaging apps and chatbots are two of the main developments media should be paying a lot more attention to than is already the case, John Wilpers, Innovation Media Consulting senior US director and author of FIPP’s annual Innovation World Report, said at Digital Innovators’ Summit in Berlin today as he shared top media innovations from around the world.
20th Mar 2017
Platforms as mass media, magazine media as niche and ‘why you should not outsource your future’
Published content drives daily news consumption and engagement on platforms all over the world. They (platforms) have become the new mass media. Magazine media are now in the niche media business, according to Grzegorz (Greg) Piechota, research associate at Harvard Business School and 2016 Nieman Fellow, presenting at Digital Innovators’ Summit yesterday in Berlin.
21st Mar 2017