Go Digital Or Go Extinct

These days there is too much noise when it comes to advertising.

- Paul Mashegoane

It has reached a point where the public have mechanism to prevent ads from reaching them. For a business to catch their attention, it now has to repetitively interact with them.

Advertising dollars have shifted in a major way from the traditional platforms, like print media, to online – this is the reason newspaper companies are retrenching staff, losing revenue and filing for bankruptcy.

Some that have tried to transition online haven’t yet mastered monetizing their content. They grapple with questions on whether to make you pay to read their content, put ads next to articles, or do brand activations through events, etc. Some that require readers to pay a subscription have lost their audience to platforms that offer similar stories for free.

In an inherently disruptive world, what got you to your current point won’t necessarily get you to where you want to be in the future.