Traditional digital media are losing customers and revenue to social networks. Why is this happening? Because they don’t have engaged users, they don’t have log-in relationships with customers (registered users), they fail to distribute their content to new users – users consume content through social networks and don’t reach the destination websites of the media company.
In an era of horizontal content distribution, the only strategy that can save the media business is based on two main anchors:
- Creating log-in relationships with users – for this purpose you need to offer them a reason to do so (interesting services). In other words, gathering first party data that will bring better familiarity with users.
- Convert visiting users to engaged users – by giving users an incentive to distribute content and be a significant contributor to the horizontal exposure of a media company’s content. Today—more than ever—customers or visitors are the primary engine of content marketing and distribution for any media and publisher
A new venture called spreado . co addresses all aspects that can put media companies on the right track – both converting visitors to engaged users and a crypto-based incentive system for users distributing content for the media company.
Only implementing this kind of strategy will save media companies from a stinging loss to social media.