Digital Media! Are marketers taking the right approach?
Many marketers in our regions are considering digital media for their brands just because it is the latest trend in marketing. Some others feel obliged to do it only to please the upper management by moving the brand to the digital era. Both groups are harming their brands and are not getting any benefit out of the digital media. Dealing with digital media channels and tools with the same aspects of offline media is a total disaster. The beauty of digital is the two way communication and the hands on data that it grants for marketers. By applying wrong methodologies and practices, you are blocking the pipeline of incoming information and data about your end-users and consumers that digital can enrich you with. The creative mix between art and engineering is the secret sauce of achieving great results from digital media. The amount of data being produced online is increasing at a rapid rate and analyzing this data is becoming the key to getting ahead of the competition, innovation and consumer surplus. Defining your campaign targets and objectives clearly, choosing your online advertising windows scientifically and then analyzing your results and understanding the facts behind them is the magic formula to meet your KPIs. So stop looking at your target websites only based on their ranking, unique visitors or how popular they are in your market because simply this is not TV. Consider your target segment behavior online, their preferred destinations, and their online surfing habits and choose the portals based on how capable they are of linking and connecting you to the right consumer within the right context and at the right moment. Digital media is a combination of both art and science!