On 29 October, we paused briefly to celebrate something we can no longer imagine living without: the internet. International Internet Day marks the first communication between two computers. Since the internet arrived, a great deal has changed, including in the communications industry.
Connected in real time, all the time
Thanks to the internet, we can stay in touch wherever we are, whenever we want. This applies to businesses and their customers as well as individuals. The connected customer usually uses several channels and largely decides when to contact a company. Communication also moves quickly: businesses are expected to respond promptly and helpfully through social media, WhatsApp or website chat. Communication with consumers needs to be open, honest and consistent, whether in store, over the phone or online. This is the best way to keep customers satisfied and build loyalty.
Consumers are also constantly connected to one another. One example is the sharing economy, which has grown thanks to the internet and allows consumers to share products and services. Familiar examples include Airbnb, SnappCar and BlaBlaCar.
From print to online news
Do you still read a printed newspaper? If so, you belong to a shrinking group in the Netherlands. Newspaper print circulation is falling rapidly, while digital subscriptions are growing. News also moves at a fast pace. Readers want continuous updates on what is happening, and online news is ideally suited to delivering them.
Yet print has advantages too. In an increasingly digital world, there are plenty of opportunities to put yourself or your business in the spotlight through print. Print and online channels can also reinforce one another. Examples include LINDA. magazine and Chantal Janzen’s &C, both of which have a presence on social media and in print.
More possibilities with video
We could, of course, record and watch films and videos long before the internet, first on videotape and later on DVD. The internet has taken video a step further. Video calls through services such as Skype and FaceTime have brought people closer together. It is also fun to share a funny cat video with friends, watch a festival aftermovie or look up a review of an exciting product.
Video is also an effective communications tool for businesses. Visibility matters, and video offers an engaging way to draw attention to a product or service. It can also make complex subjects understandable to a broad audience. Discover more ways to use video.
Live streaming has also become possible, allowing individuals and news broadcasters to appear live on social media or a website. Businesses can use it to put themselves in the spotlight too.
The rise and influence of social media and influencers
Perhaps the biggest internet trend to transform communications is social media. In the Netherlands alone, the digital population includes around 14.2 million unique visitors to channels such as Facebook, Instagram and Snapchat. That gives businesses a substantial audience to reach. Having a social media presence helps you understand what matters to your audience and join the conversation. Social media also offers many opportunities to raise brand awareness, manage your online reputation and generate website traffic.
National Geographic is a brand that has approached this intelligently. It became the top media brand on Instagram by allowing its photographers to post their own photographs. Authentic images posted in real time from around the world helped National Geographic reach 82.3 million followers.
Influencers understand social media’s possibilities particularly well. Businesses increasingly work with them as brand ambassadors, sharing positive experiences of products or services and influencing online audiences. They can reach specific audiences in an engaging way, making them valuable partners for brands.
Progress Communications regularly works with influencers for different clients and keeps track of new possibilities in social media and video content. Curious about how your business could use them?
Contact our PR agency in Amsterdam or Antwerp. We would be happy to help.
Tessa Bron
PS. Did you know that:
- The internet’s beginnings came only shortly after Neil Armstrong landed on the moon?
- The Netherlands was the second country to connect to the internet, after the United States?
- Videos can keep visitors on a website for up to two minutes longer?
- The very first website looked like this?