Why Brands Fail at Digital Strategy … And How Not To

Three Biggest Digital Fails

Insight  ⇒ Brands Think Traditional First

The majority of brands start at TV, their largest budget, concept creative and strategy and work their way out.  Digital, whether Web, Social, Mobile or Video are utilized as secondary support media.  There are several problems with this

  • Traditional media is about awareness … digital is about engagement and requires vastly different strategy
  • Traditional is easier because it is singularly built on building mass awareness … not gaining 1-to-1 engagement
  • Traditional does not deal with creating viral word-of-mouth and advocacy nor real time analytics and buy optimization

 

Insight  ⇒  Brands are Seeking One Master Digital Strategy 

  • Unlike traditional media there are infinite possibilities for deploying digital marketing.  Brands must utilize different strategies at different stages of the path-to-purchase to succeed
  • Awareness, consideration, purchase and post purchase require distinct strategies .. requiring deep expertise in engagement techniques, outreach, always-on buying, analytics and technology skill sets

 Digital Strategies Designed For Every Stage On The Path-to-Purchase  

digital funnel basics only strategy

Click to Enlarge – Funnel Diagram: Adam Cohen

 

Insight  ⇒ Traditional is About Advertising … Digital is Advertising + Technology

It is simply not enough to be skilled in marketing anymore … technology connects everyone and brands need to concept digital strategy that creatively leverages technology to engage consumers and get them to spread the word virally

  • Effective Social requires proficiency in creating Social Brand Experience engagement platforms and Blogger Outreach to achieve engagement with scale … it is not enough to only buy Facebook, Twitter and YouTube ads
  • Effective Mobile requires a deep knowledge of Mobile inventory sourcing, ad networks, programmatic exchanges, analytics optimization and technology to creatively reach in-markets at the right time in the right place
  • Effective video requires a platform that can serve publisher direct, YouTube and buy programmatically … all in one place to measure performance and optimize the buy in real time

 

Insight  ⇒ Traditional Media is Relatively Simple … In Digital You Constantly Learn & Earn 

  • Agencies plan and buy Broadcast/Print and they’re done, save a TV post-buy after the media runs
  •  Digital buying is always-on … in Mobile, Social, Video and the Blogosphere the buy and analytics never end
    • The buy starts at low levels and is continually optimized throughout to achieve higher performance using sophisticated algorithms and data
    • Target audiences start wide and the data leads brands to their most fertile segments, based on real time conversion
    • Once performance segments are pinpointed … algorithms find look-a-like audiences aligned with previous conversions to exploit for greater ROI

 

Do This  ⇒ Start Thinking Digital First

  • Given that time spent in digital is now higher than TV, digital has to start taking precedence … brands need to strategically think engagement as their new end game
  • Brands outspent in TV have a once-in-a-lifetime chance to dominate larger competitors in the digital space
  • Video is growing dramatically and can effectively build reach with better targeting than TV
  • Mobile and Social can be leveraged to reach in-markets at the time of purchase plus build viral word-of-mouth

Not That   Brands continue down the path of ineffective TV expenditures

  • Outspent brands that continue to rely 100% on TV are missing a huge opportunity
  • Brands must rethink a single digital strategy approach and adopt different strategies along the path-to-purchase
  • Asking your traditional agency to understand and effectively navigate the digital space is not a strategy for optimizing digital marketing

 

Zig is a Social/Mobile/Video consultancy that drives brand engagement by creating interactive user experiences.  We programmatically reach in-market buyers, at the lowest cost, and move them to conversion.  You can see our work by clicking on the link ⇒ http://www.zigmarketing.com.

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