Digital media takes spotlight amid growing market value

Digitalisation of media has come under the spotlight recently.

Seven’s recent announcement of a new CEO with promises of digital transformation has been followed by the launch of the Australian online version of UK publication Guardian – Guardian Australia.

The digital transformation of Seven, as promised by incoming CEO Tim Worner, will entail individually targeted advertising and subscription television, as well as a structural overhaul of people and operations.

Speaking to ABC’s RN Breakfast recently, the editor of Guardian Australia Katharine Viner said while nothing was certain in media, she was excited by the future possibilities of the purely online publication, and for the time being was ‘here to stay’.

The recent purchase of online blogging site Tumblr by Yahoo! also adds to the disruption we’re seeing in digital media structures, and will continue to see as digital media increasingly proves its worth and value in the context of digital change.

Branded apps cast a wider marketing net

Audi’s new app, Audi start-stop has been released for Android and aims to save phone battery in the same way as Audi’s in car system, also named start-stop, conserves energy and saves emissions by turning off programs either not in use or unused for a period of time.

The app is one example of brands dding value through to a wider target audience than what might otherwise tune into the benefits of a particular product or service.

Another example is Lululemon’s yoga app Om Finder which uses SoLoMo technology to help users find their nearest downward dog, stat.

Bupa also offers the public a suite of branded apps for both Apple and Android which help users pursue a healthy lifestyle while on the go. These apps include Quick Age Health Check, FoodSwitch, Running, Fitness and Choosing a Care home for their young, professional and health trend – conscious target market.

What’s your brand really trying to say?

A recent article from gives four succinct ways of finding your brand’s voice. In a world where consumers are constantly interrupted, your brand needs to tell them something meaningful and shareable. Even when you know content is a key marketing trend and image is everything when it comes to digital marketing, knowing exactly what you want to say is the first step towards reducing wastage and genuinely resonating with your audience.

Technology to watch: Chromebook

Chromebook has launched amid some noise about its place in the market, but is it a game changer when it comes to digital disruption or just another (very) well- marketed, Google friendly netbook?

The Chromebook’s format ranges far and wide across price, brand and features such as touch screen, size and weight. What Chromebook in all its forms does is rely on the end user’s reliance on the cloud.

Hybrid cloud computing has been put forward as a solution which allows enterprises to leverage the benefits of cloud computing to access non- sensitive data and services, while still using internal structures for highly sensitive information.

Users who have been able to move their critical yet non-sensitive data into the cloud may benefit from Chromebook.

It might be timely for businesses and individuals to ask whether working in the cloud will improve business efficiencies and ultimately add to the bottom line. With the growth of cloud computing and hybrid cloud computing, the answer will increasingly be, ‘yes’.



John Riccio

John is PwC’s Global Design & Deploy, Experience Consulting partner.

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