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Tanya Bowes is the Director of Corporate Affairs and Marketing for the Commonwealth Scientific and Industrial Research Organisation (CSIRO). As Australia’s national scientific agency and one of the largest multidisciplinary organisations in the world, CSIRO works on a wide spectrum of projects ranging from farming and food production to astronomy and space.
Owing to the wide spectrum of topics that they cover, it’s easy to see how much of a challenge it is to communicate their work to the public in a manner that is accessible and useful. It’s even more apparent given how bombarded the modern audience is with content.
“We’re spending over six hours, connected to the internet, almost two hours on your social media. In terms of being exposed to ads, between 6,000 and 10,000 micro ads a day,” Bowes said during her session.
“So, it’s incredibly hard to reach your audience at the right time and to make sure that they’re ready to receive your message.”
Bowes also breaks down what content fatigue is, what causes it, and how a targeted engagement approach is the key to overcoming this all too common phenomenon.
At the end of the day, targetting is not about reaching people for no reason. It’s about building a connection and a relationship with our audiences over the long term, she said.
Watch this video to learn:
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