Why online articles are a must$-$have for your $2023$ marketing plan.

The ability to capture the attention of your target market through informative and engaging advertising is going to be crucial

in $2023.$

This is according to the Dentsu Media Trends $2023$ report, which provides insight into what marketing departments need to

focus on in the coming year.

Dentsu highlighted that companies must focus on more than just reach and viewability to $$understand what content truly

engages consumers$.$

This will see them $$turn toward attention metrics to measure the level at which the audience takes notice of their messages,

across formats and platforms$.$

$$Studies show there is a high correlation between ads that deliver attention and ads that deliver business impact,$$ said

Dentsu.

Online articles are key

To ensure they can deliver on this need to gain and keep the attention of their target market, companies will turn to online

articles.

Not only are articles the most trusted form of online advertising in South Africa, they produce an exceptional attentionkeeping performance.

Sponsored articles on leading websites like MyBroadband and BusinessTech receive the full attention of readers for several

minutes at a time.

In fact, the average time a reader spends on a sponsored article will often pass the $3-$minute mark.

To put this in context, Google counts a viewable impression for online display advertising when $50\%$ of the ad$$s pixels are

visible in the browser window for a continuous $1$ second$.$

This makes it clear to see the vastly superior performance online articles offer.

Broad Media $$ Content experts

Broad Media is South Africa$$s leading independent online media company and are experts in content marketing $$

specifically online articles.

Its team of expert journalists and writers work with the biggest brands in South Africa to deliver articles that capture and

keep the attention of your target market.

This content is then published on Broad Media$$s online publications $$ My Broadband, BusinessTech, Top Auto, and Daily

Investor $$ for maximum reach.

Question $1$

Customer needs and wants are changing at a rapid pace, creating content that speaks to a targeted audience may require

in house and personal skills. Dentsu highlighted that companies must focus on more than just reach and viewability to

$$understand what content truly engages consumers$.$

Explain any five factors that influence an enterprise$$s microenvironment.

Question $2$

According to the case study above, for orgarnisations to be relevant, it has become evident that the use of digital articles is

imperative for organizations to effectively communicate about their business to the public.

With application to your chosen organisation, discuss the first five steps of developing effective communication.