LONDON--(market research software.)--As prominent online news groups look to expand their spheres of influence by moving into new markets, it is critical that they consider the particular preferences of their potential audiences, advises Cint, an innovative provider of
One of the major advantages of a digital media outlet is that it can be expanded with relatively low investment and in a shorter time period compared to its print peers. However, the comparative ease of launching into uncharted internet waters has its own drawbacks. Without proper preparation and consumer research, purveyors of online news could be too hasty in their expansions and might learn a painful lesson in topicality and market relevance.
To avoid disappointing forays into different areas, Cint, a global leader in DIY tools for gathering market intelligence, is urging media directors to implement carefully designed research strategies to glean what will work best with their new readers. Several factors of utmost concern include ensuring the site is visually appealing to its target audience, evaluating the competition, finding a niche, analyzing cultural differences and perspectives, and identifying the topics that resonate most with the site's primary audience.
Bo Mattsson, founder and CEO of Cint, advises: "In today's digital world, audiences are more demanding than ever, requiring instant access to information that is relevant to their lives. Online media groups looking to start ventures in new areas should conduct extensive research to make sure they are fully prepared to have a successful launch. The editorial perspective and tone that works in one country or field might not be attractive elsewhere.
"Additionally, the names driving the publication might not be as popular or familiar in different markets, so it is important to test this beforehand. For example, an online news site based in the UK looking to expand into Australia could deploy a survey to people based in that country to gauge their awareness of the publication and its figureheads. Delving deeper, the questionnaire could poll respondents as to their preferred news sources, attractive topics, current issues, and so on. The results of such a study would be immensely beneficial in informing the development of the site."