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Websites aren’t as important as they used to be. Since the World Wide Web was created the goal of marketers (whether through advertising, social, SEO or PR) has been to drive our digital audience to our websites and then convert them into a lead or customer.
It worked for a while – but it relied on a lack of choice. It also meant we had to do all the heavy lifting of distribution ourselves and hope our content was good enough to lure our audience to come to us.
The internet of 2016 will be different. We’re already seeing digital native publishers leave the comfort zone of their own websites and go to where their audience is.
BuzzFeed now generates 52% of all its views away from its own website – through Snapchat, YouTube and Facebook video. Where BuzzFeed goes, the rest of the media industry tend to follow albeit reluctantly.
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