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Advances in technology – including cloud computing, Software as a Service and the next generation of CRMs – are all changing the landscape for sporting organisations. However, the primary influence on sport’s digital future is not – strictly speaking – technology-based. Social media, and the ways organisations and their stakeholders are using it, are redefining what it means to interact with a community. So, how is the digital landscape changing and what future does it hold for Australian sport?
The web is no longer a digital version of print. It is the space where conversation is facilitated. Websites are becoming applications that feed information out to various social-based platforms. This means that most brands need to start thinking about their website as a database that organises and distributes information and features to specific groups within the world of social media.