Digital media strategy

Although every day there is more and more talk about the digital world and the possibilities it offers to brands, there is still no evidence of a deep knowledge or an accurate management of the different digital media, platforms and possible advertising strategies that guide the planning process. From my experience in market research to understand the planning process and media of advertising companies in various sectors, I have been able to consistently identify some patterns of behavior.

  • We "must" be present in digital media. Often the inclusion of digital media in the media plan is due to the monitoring of a trend or the presence of competing brands in such media. A clear example of this are the social networks, in which in a short period of time, there is evidence of exponential growth of brands' own spaces, without a clear guideline, from visual to content. The problem is that there is a risk of not generating a positive experience for the consumer and even generating feelings of frustration or disconnection towards the brand.

The development of a digital media communication strategy should have three key components: 1. Substantiation/ reason for using the medium (example: how long and what level of general interest does the medium have in your target group?); 2. Specific objectives (general and specific); 3. Monitoring indicators (how can I quantify the fulfillment of the general and specific objectives). Having defined these three elements, we can proceed to the development of the creative strategy and its execution.

  • The marginality of digital media. The importance of digital media is more evident in discourse than in fact. Although many marketing managers are aware of the increasing penetration of these media, first with the Internet and now with the growth of smartphones and tablets, they are not willing to allocate a significant proportion of their resources to develop them properly.

Traditional media, particularly broadcast television, are the ones that attract investment, not only in terms of monetary resources, but also in terms of effort and time. There is a tendency to favor media with massive reach, undervaluing the concept of contact quality. In a study conducted by our firm with some advertisers and media centers, it was found that the amount allocated to digital media does not exceed 5% of total media investment.

  • Disconnection between traditional and virtual media strategies. digital is perceived as an additional activity and not an integral part of the media strategy. This is clearly evidenced when traditional and digital media strategies are developed by different actors, at different times and even with opposing messages, like loose wheels without a helmsman. Synergies must be sought between all media, which only occurs if the planning of the different types of media is approached in an integral way, being digital a fundamental part of such planning.

The penetration and relevance of digital media is increasing every day. Are you acting in accordance with this reality?