Chandler owns, you just
finished it in 21mins. You
saved time and consumed
when it suited you best.
Netflix and Stan have
established themselves in the
Australian streaming market
and instead of having the
‘privilege’ of consuming ads
on traditional TV, the user
pays a subscription and gets
their content delivered when
and where they want, ad free.
Spotify is a music giant,
further cemented by the
recent announcement
competitor music streaming
service Pandora will be
shutting down its operation
in Australia and New Zealand.
Spotify is a true ‘Freemium’
model. A user can pay no thing
and be subjected to ads and
less functionality, or pay a
monthly subscription to have
their service ad free and with
all the bells and whistles.
Podcasting might be one of
the most interesting spaces.
Unlike video or written word
consumption, you can multi-
task whilst listening to audio.
Podcasting is somewhat like
Netflix for audio - but it’s free.
Unlike radio, you’re in the
driver’s seat. You choose the
personalities/topics/shows
you’re interested in and listen
to them where you want and
when you want.
ON THE CONTRARY,
CONSIDER A GOOD
OLD FASHIONED
PHONE CALL…
Who gets upset when
someone actually calls them?
I do. It’s not because I don’t
like the person whose name
appears on my screen (02
area code spam call centres
excluded), it’s because of
the timing. We are all being
conditioned by an on-demand
society, I’m pumped to take
or make a call if it’s on my
time but when someone
else is calling and I’m doing
something, it almost feels
like they’re stealing my time.
Sounds crazy huh? Next
time you get a call, I bet this
paragraph comes to mind.
WHAT DOES THIS
MEAN THOUGH?
It means as an industry,
we must shift our thinking
on how we go about
communicating to the golf
industry and how we market
our sport.
If we know people want their
content on-demand so it can
be consumed when they’re
good and ready, if we know
traditional advertising is going
through its biggest disruption
ever, why are we doing the
same things?
Is it easy? No, it’s not, but the
opportunities to do more with
little are unparalleled. Are
you going to get everything
perfect from the get-go?
Nope, but you must try.
It’s not about having to
know the ins and outs of
every single major social
media platform or new age
streaming service.
But you have a responsibility
as a business to have a grasp
on how society is consuming
media and how you can
leverage it to your advantage.
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