A Disrupted Media Requires Businesses to Embrace Digital Shift and Innovations

By Enock Wandera

Over the last few years, the media landscape has witnessed unprecedented disruptions fueled by the global COVID-19 pandemic and digital revolution. These two phenomena have led to significant changes in consumer behaviors and shifts in business models.

New technologies and innovations increasingly being churned out by the day are the main drivers of the disruptions, especially in Africa which boasts of a young tech-savvy demographic dividend. The World Bank predicting that African youth will make up 42 percent of the world’s population by 2030.

The transition from traditional analog formats to digital technologies has led to the digitization of content, distribution, and consumption through digital platforms like websites, apps, and streaming services.

According to Ipsos in Kenya studies, the mobile device has been the major disruptor in the Africa’s media scene. In Africa, more than 70% of consumers have access to the internet on mobile phones.

Kenya has one of the highest mobile penetration rates in Africa, and this has facilitated the widespread consumption of digital media content through smartphones. Mobile apps, mobile-friendly websites, and SMS news services are popular ways for Kenyans to access media content.

The Kenya Media Establishment Survey 2022 by Ipsos in Kenya revealed an increase in mobile ownership from 79% to 95% and growth of smartphone from 19% to 51%.

The social media, which has evolved very fast and continues to grow has transformed the way content is created, disseminated and distributed.  Content creation that was once limited to the media is now a trade anyone and everyone can play, thanks to the growth of various social media platforms.

With just a touch of the button, one can easily create content and share on Snapchat, YouTube, Instagram, TikTok, Twitter, Facebook, LinkedIn and WhatsApp. These platforms enable real-time sharing, citizen journalism, and viral content, often bypassing traditional media gatekeepers.

On YouTube for instance, according to Statisa.com, users add 500 hours of video every minute, with the impact transcending the digital sphere to other sectors including commerce, politics, health and agriculture.

The Ipsos in Kenya Media Establishment Survey 2022 shows that internet usage in Kenya has more than tripled from 2015 to 2022 – from 13% to 46% mainly driven by social media. As social media evolves, apps such as Facebook, Twitter, and Google are debasing more quickly while newer apps like Betting, TikTok, Telegram and Opera become more attractive to the youth.

The print media on the other hand has been slowly transitioning to the digital space as media houses move to adopt a “Digital First” strategy. With the increasing popularity of digital media, traditional print newspapers and magazines have faced declining readership and advertising revenues, leading to consolidation and closures of many publications.

The proliferation of digital channels and platforms has led to audience fragmentation. Instead of relying on a few major broadcast networks or mainstream newspapers, consumers now have access to an abundance of niche content catering to their specific interests.

Viewers now have more control over what they watch and when they watch it, thanks to the rise of on-demand streaming platforms like Netflix and Amazon Prime that have disrupted traditional television broadcasting.

Emerging technologies like 5G networks, artificial intelligence, and blockchain technologies will also continue transforming the media sphere.

These disruptions have come with numerous challenges and opportunities that make it important for businesses to employ new strategies to remain relevant and profitable in their industries.

As the World Bank predicts, Africa should think big on digital development. At the current, incremental pace of economic and social advancement, too many of Africa’s expanding youth population will be denied the opportunity to live up to their potential unless we re-think our development strategies.

The answer is the digital revolution. These new and emerging digital technologies offer a chance to disrupt this trajectory– unlocking new pathways for rapid economic growth, innovation, job creation and access to services which would have been unimaginable only a decade ago.

The Bank’s Digital Economy Initiative for Africa aims to ensure that every individual, business, and government in Africa will be digitally enabled by 2030 in support of the African Union “Digital Transformation Strategy for Africa.

This means that only businesses that can adapt to and leverage the digital disruptions, especially, in the media scene will remain relevant and thrive in their industries. How then can businesses take advantage of the fast-evolving media scene?

“My take is that being agile, embracing the digital transformation, understanding the needs of the audience, and staying innovative are crucial”.

Every business – small, medium, or large – must work hard and smart to create a strong online presence, optimize their websites for mobile devices, and leverage social media to engage with their audience and share content.

For businesses, this is the time to focus more on Content is the King Thumb Rule. In a highly competitive digital landscape, businesses need to develop a comprehensive content strategy that aligns with the preferences and behaviors of the target audience. Those that invest in content strategies aligned with changing consumer behavior can reach their target audience effectively.

Engaging content is essential to capture and retain the attention of audiences. High-quality and relevant content can attract and hold the interest of consumers, leading to increased brand awareness and loyalty.

Businesses should also explore native advertising and branded content opportunities by creating content that seamlessly integrates with the platform's format and style to enhance engagement and brand credibility. Those that are ahead of the game are increasingly shifting their advertising budgets from traditional media to digital channels. The advantage of the transition is that digital platforms offer more targeted and measurable options, enabling businesses to reach their desired audiences more effectively.

Businesses can also increase customer engagement by using artificial intelligence (AI) and real-time data to deliver more personalized content and services. This hyper-personalization approach will help create unique customer experiences that go beyond your competitors.

That the digital disruptions have denied companies the monopoly of controlling information, need no more emphasis. In this era, the power of speaking on behalf of the company no longer rests with the CEO or the PR department. Companies are facing challenges dealing with fake news and misinformation since information is put out in several channels and formats. Sometimes, it is the user-generated content that ends up finding traction with the audience.

The Forbes Communications Council recommends that to effectively mitigate fake news and inaccuracies, businesses must have a response plan that has buy-in from leadership, legal and security.

They must also constantly monitor news and chatter around their brands to immediately intervene with stakeholders when misleading information is discovered- and correct it with facts. Then there is need to build trust through consistent and authentic actions and communications that consider impact over profits.

“A disrupted media scene makes it essential for businesses to monitor the performance of media campaigns and be ready to adapt based on the feedback and data gathered. Digital content allows businesses to gather data on audience interactions and preferences”.

This data can be analyzed to generate valuable insights that can inform content strategies and marketing decisions. Flexibility and the ability to pivot quickly to any situations will, however, determine how a business adapts to the dynamic environment.

The need to stay abreast of emerging platforms and technologies and be willing to experiment with new formats, technologies, and trends to remain competitive, has never been more vital for businesses in the current world.

Lastly, nothing beats a customer-centric approach to a disrupted media landscape. Businesses should put the customer at the center of their media strategies. This is effectively achieved by understand their needs, preferences, and pain points, and tailoring media efforts to provide value and address their concern. Customer-Centric Approach: Put the customer at the center of your media strategy. Understand their needs, preferences, and pain points, and tailor your media efforts to provide value and address their concerns.

By employing these strategies businesses can navigate the challenges of a disrupted media scene and leverage the opportunities it presents to reach and engage their target audience effectively.

**The author is the Chief Client Officer, Client Organization at Ipsos in Kenya