Ever faced a
scenario of a faulty digital media strategy? Well, no one is alone. Even a firm
like Microsoft makes mistakes. It started with the acquisition of aQuantive, an
online advertising firm. Microsoft thought on acquisition of this firm, it
would be a significant tool to boost their online advertising effort. Well, it
just turned out to be a huge mistake. On “investigating” it turned out to be a
fauty digital media strategy.
So apart from developing a sound digital media
strategy which includes company goals, visions, risks, product offering
technological processes, there are some pitfalls to be avoided as well.
No Proper advertising solutions--Relying only on social network as
an advertising solution is not good enough. In spite of having fan pages, the
limited exposure won’t deliver the kind of results your company needs to be
successful. The digital media should also include additional paid advertising solutions.
This just broad bases the target market and stronger chance of creating brand
awareness on social channels.
No Proper Planning—A digital media needs to be planned effectively.
It is not enough just to scratch the surface and expect the strategy to deliver
huge results. Demographics, social graphics have to be understood, you need to
know your target audience, best time to reach them, strategy to engage them and
most importantly, how to achieve your goals with your digital strategy.
No Proper Focus--A clear cut goal on what your company is promoting
and how to reach its sales goals must exist. A simple strategy should also
address What is your brand about? Any primary goals? What is the advertising
story?
Importance of mobile advertising opportunities:- Including content marketing within your
strategy is equally important to drive traffic and revenue. Therefore including
mobile advertising opportunities in a digital plan is important. In fact it is
predicted, that digital advertising would surpass traditional media very soon.
I am not saying that the above
should make your digital plan a kick @$$ one, but atleast avoiding certain
pitfalls is definitely a start to a path of an awesome digital plan.
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