In the age of 24/7 news machines and social media, the one thing the world is not short of is content. Fake news, content marketing, the proliferation of online media outlets – the competition facing publishers and media businesses has changed beyond all recognition in the last ten years.
The main conundrum for publishers is how their content cuts through, how it stands out when audiences are staggering under the weight of content overload. Audience engagement is key and to do that effectively, publishers need to have a deep understanding of their audience. As a result, audience management has become a critical tool in the armoury for successful publishers.