Organisations have always had to compete with each other to have their messages received by the general public. However, while there were physical limits to this competition in years past, such as billboards and newspaper pages, the move into the digital space means these concerns are no longer as much of a priority.

Now, people can scroll through a seemingly infinite amount of Tweets and Facebook posts, making it hard for organisations to guarantee that corporate affairs messages have made it through to the intended audience. On top of this, the opportunity for social media posts, news stories and press releases to go viral is both an opportunity and a risk. 

With it now much more difficult for companies to cut through the noise, is there value in looking outside the digital revolution?

Digital communication grows to overwhelming levels

The public now has access to a much larger range of digital gadgets. With people now seamlessly switching from smartphones to tablets and desktop computers, the number of hours they spend consuming digital content is also increasing. 

According to Ernst & Young (EY), the average Australian spends just over 10 hours using various digital devices each day. While this may indicate that people are more than happy to engage with their devices on this level, EY found that mobile devices in particular are becoming harder to manage. 

The organisation’s survey found that 24 per cent of respondents are becoming overwhelmed by the sheer amount of content they can receive on their phones. A further 40 per cent can’t keep up with the expanding capabilities of these devices. 

These platforms are providing challenges for organisations as well. EY Technology, Media & Entertainment and Telecommunications Leader David McGregor discussed how they can react to limit reputational risk. 

“With the rise of social media, people are putting unprecedented levels of personal information into the public domain but social media networks like Facebook have comprehensive, self-administered privacy controls,” he began.

“Organisations need to allay consumer fears by providing transparency, choice and control including granular control over how personal information can be used.”

Is print media still relevant?

Although many Australians reported feeling overwhelmed by increasing digital communications, that doesn’t necessarily mean they’re turning to print media to escape these pressures. According to Roy Morgan Research, most major newspapers are reporting declining viewership in their weekly editions. Even the country’s most popular paper – The Herald Sun – reported a 5.6 per cent decline over the past year. 

Kite Communications recently revealed the major trends it believed will characterise 2016. With all of them ingrained in the digital space, it’s likely the 10 hours Australians spend on their devices each day will only increase in the coming years.