For digital marketers, understanding the audience a platform offers access to is crucial. After all, if you don’t know who you will be reaching, it’s all but impossible to craft messages and experiences that resonate.
The good news: digital channels are generally understood far better than their offline counterparts because users can be tracked far more comprehensively and accurately. The bad news: the make-up of digital channels can change, and sometimes quite rapidly. This is particularly true in social channels, where what’s hot today is not hot tomorrow.