What criteria should be considered when targeting online audiences?

One of the criteria that should be considered when targeting online audiences is to own every platform. A media platform is a service, site, or method that delivers media to an audience. Its functions are to deliver, but also sometimes to allow for feedback, discussion, or sharing. Traditional media, also referred to old media or legacy media, refers to advertising before the Internet. This includes print, radio, movie, TV, music studios, newspapers, magazines and books. New media usually refers to a content on-demand created over the Internet. This can include websites, blogs, digital newspapers, social media, video games, podcasts and online courses. New media is constantly evolving as new platforms come to the surface. For example, Malaysia’s top English daily, the Star Newspaper used to have only printed version. As time goes by, to target online audiences, the Star Newspaper is now on Facebook, Twitter and Instagram. Therefore, we need to own as many platforms as possible to reach more audiences especially those that are online.

The other criteria that should be considered when targeting online audiences is to be creative and innovative. Being creative involves the use of the imagination or original ideas to create something. It means taking risks and ignoring doubt and facing fears. It means breaking with routine and doing something different for the sake of doing something different. Instead of coming from a linear, logical approach, your creative side can approach a situation from all angles. Creativity helps you see things differently and better deal with uncertainty. For example, we look at the online food delivery site, Food Panda. Instead of just providing food delivery service, they are creative to promote their site by giving vouchers to their customers. They also provide referral vouchers, which give you RM10 discount when you refer your friends to the site. The next example, we will look at Youtubers. Youtubers need to be creative enough to constantly produce interesting content to maintain or increase the audiences’ views. A very famous Youtuber, Namewee, has been very creative and innovative in producing videos and songs even during this pandemic. In short, to target online audiences, we must think out of the box so that we will not lose our audiences.