Technology continues to reshape the media landscape, creating new opportunities for brands to build meaningful connections with their audiences. Gone are the days when mass media was the primary communication channel, as digital platforms now enable direct and personalized engagement. Beth Mach, Co-Founder and COO of Spacely Media, brings over two decades of experience to this evolving intersection of technology and media relationships, offering valuable insights about leveraging innovation for strategic advantage.
Breaking Down Communication Barriers
Remember when getting your message out meant going through traditional media gatekeepers? Those days are gone. “Tech has changed the way we communicate,” Beth points out. “We started to use tech to help us deliver direct communications between brands and their audiences with text, chat capabilities, and even social media, bypassing many of the traditional mass media channels.” This direct line to audiences gives brands something they never had before – instant feedback, no waiting for quarterly reports or survey results. You can see what works right now.
“This allows for real-time engagement, instant feedback, and the ability to shape brand perceptions directly,” Beth explains. Social platforms have become the new front lines of brand communication. “Channels like Instagram and LinkedIn are now essential for breaking news, disseminating information, and fostering audience interaction.” The companies that get this right can build connections that traditional media channels simply couldn’t support. They can respond, adapt, and engage in ways that weren’t possible before.
Getting Personal Works Better
Mass communication is easy. Personal communication that matters to someone? That’s harder – but worth it. “Technology enables highly personalized communication to reach your audiences with relevant and action-driven communications,” Beth says. The tools we have now can tell us so much more about who we’re talking to than ever before. Beth gets specific: “Data and analytics and AI tools also allow us to analyze preferences, identify trends, and really tailor our messages accordingly.” The result is messaging that people want to receive. We’ve moved from broadcasting to everyone toward talking directly to someone. “This shift from mass communications to targeted and intentional outreach enhances the effectiveness of media messages and overall efforts to develop a relationship with your customer.”
Leveraging AI Without Replacing Humans
When people hear “AI” and “automation,” they often think “job loss.” Beth sees it differently – as freeing up humans to do more meaningful work. “Advanced technology isn’t here to replace you,” she insists. “AI is transforming various aspects of media relationships, from generating your message and even maybe creative to analyzing campaign performances.” The key benefit isn’t replacement – it’s efficiency. “Both machine learning and AI-powered tools can reduce the time it takes you to accomplish your daily work,” Beth notes.
At her company, this philosophy drives their product development. “I’m the co-founder and COO of Spacely Media, where we are a buying platform and a selling platform where we use this advanced technology to help you automate tasks, provide valuable market insights, and optimize your buying and selling strategies.” The technology handles the repetitive stuff. Humans handle the strategy and relationships. That’s the balance that works.
Beth sees technology as an enhancer of human connection, not a replacement for it. The tools change, but the goal remains the same: meaningful relationships with audiences. She’s eager to continue exploring these possibilities with others in the field. “If you’re curious about how to leverage emerging tech to reshape your media strategies or you’re already exploring new tools, I’d love to chat,” she offers. Her closing thought captures her collaborative approach: “Let’s talk about what’s possible when you combine data, innovation, and genuine connection. Let’s reinvent this relationship together.”
Connect with Beth Mach on LinkedIn or her website to explore how technology can enhance your brand communication.
