If you’re spending your days devising, budgeting and executing a digital strategy for your brand or product, you probably feel an increasing need to reach your target audiences on all devices and platforms they use to connect and interact online.
Not surprisingly, most agencies and organizations have modified their pitch accordingly and you will hear slogans like “on every screen,” “across all devices” and similar from every corner. Even the largest players keep coming up with solutions and products to bridge the gap between what they provide and what’s still out there. Facebook’s big investment in mobile ad formats, which took center page in its IPO, and the more recent Facebook Exchange initiative, are good examples. No one can allow themselves to stay put.
When you consider the resources you have at hand, putting your digital objectives vs. your digital budget, it can be quite a challenge to riddle out the priorities as the ground keeps shifting under your virtual feet. The range of possibilities to deal with this is very wide, so let us simplify it to only three:
1. Expand your advantages.
Some brands, particularly Consumer Packaged Goods, traditionally relied heavily on TV, radio and print advertising. The measurability was never spectacular, but mass reach combined with segmented content provided confidence in the effectiveness. It’s probably still true for TV, but the CPG multinationals are already been exploring online video for a couple of years already. Even without their financial power, if you have the content you should be able to easily make the skip over to online – and get much more measurability, exposure, and lower cost per eyeball. If you’re already active on social and display, you can leverage that for sharing, viral exposure etc.
2. Start experimenting with all platforms.
There is no excuse, no rational reason, for any brand, B2C or B2B, not to be active on Social networks or to have mobile-ready content. Your next customer is very likely to check you out form their phone, tablet, or hybrid thereof, while they’re on the move and with a very short attention span to your messages. So have your window dressed for these platforms, and your registration, sales and customer service interfaces aligned accordingly. The need to advertise there will come soon, very quickly and with a limited window of opportunity, so you better be ready.
3. “Get” fresh minds.
If you’re leading the marketing strategy for your organization, and you’re not younger than 21, you were probably born in the wrong time to really understand what’s going on. You may know hip terms like “Millennials,” “Influencers,” “Trendsetters” and such, but these are just translations into your language and conceptual space of a world you will never really understand. The people you will market to tomorrow will have grown up with more devices than shoes and you will only infiltrate their ranks by recruiting them not only into Junior positions, but also leveraging them into your thinking and strategy, and speaking their language. Crowdsourcing their thoughts and asking their help for your biggest and most crucial aspirations, is second nature for them
Start moving today about these three above aspects of your digital strategy, and you’re better equipped to cope with tomorrow’s challenges.