Kirk MacDonald, executive vice president of AdTaxi, started his presentation on digital fluency by emphasising its importance and ease of learning. He said that there will always be something to learn about digital media, as it is always progressing. He suggested embracing the changes and becoming an expert.
Marcela Tornello, strategic partner manager at Google, joined MacDonald onstage to present ideas about multi-screen use, which is when a consumer uses two separate mobile devices. Tornello also added that learning how to adapt to digital media shouldn’t be intimidating.
MacDonald and Tornello also emphasised the importance of companies investing in “search,” which allows companies to be higher on a list when entered in a search engine. John Chamberlain, director of search of Digital First Media, said that making search more advantageous for companies can be done in four steps, including optimising key words, text, selecting a landing page, and keeping the ad up-to-date.
Tymothe Meskel, director of affiliate partnerships at AdTaxi, joined Tornello and MacDonald to say that companies must find a way to monetise user-generated content. Meskel said that where consumers used to push content, they are now pulling for it. If companies don’t use digital platforms for advertising, you’re missing out on revenue, Meskel said.
“Over time, I think all of us have to have a point of view on how we’re going to accelerate digital growth,” - Kirk MacDonald
“I think it’s pretty important to have these gadgets — tablets, mobiles — just to understand how people consume news on these devices.” - Marcela< Tonello
“Mobile is the backbone of digital media today.” - Marcela Tonello
- There will always be something to learn about digital media. MacDonald suggested embracing the changes and becoming an expert.
- Search is what connects all screens.
- Land the consumer where they need to go, don’t make them search on your site.
- Search can be simplified in four steps, according to John Chamberlain:optimize key words, optimize text, landing page selection, make the ad copy up-to-date and constantly tweak
MediaMedia will be available soon.
Speaker InfoKirk MacDonald is the executive vice president of sales for Digital First Media, which jointly manages Journal Register Company and MediaNews Group with more than 800 print and online products serving 57 million Americans each month. A media industry veteran with over 20 years of senior management experience publishing in print, online and mobile, MacDonald also currently serves as the executive vice president of advertising, marketing and digital sales for The Denver Post.
LinksScarborough Digital Media Infographic
"Market consumer insights firm Scarborough illustrates how identifying the top local markets in key areas of online media use can help paint a picture of national trends."
The growing prominence of digital media has created a vast need for digital fluency among news organisations to increase revenue.
Kirk MacDonald, the executive vice president of Digital First Media, advocates the importance of constant curiosity in the face of digital and social media.
“You must embrace continuous learning for the rest of your career, because it is going to change ... and that change will accelerate,” MacDonald said.
Part of this learning process includes persistent interaction with the latest technology. The mounting opportunities presented by the advancement of technology produce difficulties for understanding the digital market.
But the need for digital devices far outweighs this confusion.
“I think it’s pretty important to have these gadgets — tablets, mobiles — just to understand how people consume news on these devices,” said Marcela Tonello, strategic partner manager of Google.
With mobile devices, a massive amount of content is available for consumption at all times:
- Ebay forecasts US$8 billion in commerce in 2012.
- Pinterest grew by more than 4,000% in one year.
- 55 billion app have been downloaded in the history of apps.
And the advertising market is feeding from consumers’ reliance on the growing mobile environment.
“Mobile is the backbone of digital media today,” Tonello said.
Because advertisement investments are growing within the mobile sphere, Google is capitalising on creating ad opportunities for digital media — an example news publishers must follow to increase digital revenue.
Another key component of digital monetisation is search optimisation.
John Chamberlain, AdTaxi search sales director at Digital First Media, points to four fundamental principles when selling search:
- Optimise key words.
- Optimise text.
- Optimise landing page selection.
- Keep copy up-to-date.
These four principles create a platform for news organisations to generate ad revenue.
“If you don't have a great search business, there is no way to grow 30, 40, 50%,” MacDonald said.
By focusing on search optimisation, companies become more marketable to consumers and advertisers.
“It’s difficult to be found sometimes,” Tonello said. “You need to make your part to be found inside of all this content, in the middle of all this content and all this information.”