Digital is not an after thought: it’s a powerful medium, to be taken seriously. The first mistake that some brands make is to give brand communication and guidelines that have been built for ATL, offline advertising or TVC’s and ask for it to be “adapted” to digital. Digital is a dynamic medium, a medium where the visuals need to evolve constantly, and it’s a dialogue, this is not a billboard! There is no way to press a like button on a roadside billboard. With digital, everyone wants the content to be dynamic and evolving. If you’re taking digital seriously, then hire an agency whose DNA is digital.
What is your message? Why should it interest your consumer? What you want to say and how you want to say it is the great challenge for marketers. The brand wants to tell you about the USP’s of the product, but what we need to balance is why the consumer will find the post interesting or even engage with it. Hence the importance of messaging, visual imagery and relatability. First, is the visual and copy communicating a clear message, call to action or emotionally engaging with the consumer? Second, is the copy succinct and clear? A question we always ask the brand and the team working on the brand is, would you like this post? Would you engage with it? Short, effective copy is also something that brands often miss on digital. Think attention spans, think 10 seconds if you’re lucky.
Different strokes for different folks! Platforms differ. Facebook, Twitter and Instagram are different animals. They have different audiences. Identify your TG, and the kind of content that works on different platforms. Whilst Facebook and Instagram are more visually driven, Twitter begs the need for more real time conversations! Duplicating content across platforms is a social media boo boo. The other issue is spamming. Whatsapp campaigns are often seen as intrusive. We need to use the right platform for the right type of campaign. For video content, Youtube and Facebook, for opinion dissemination and CRM, Twitter and FB, and so on and so forth.
ROI or the return on ignorance!! We have had many brands on digital say – what is this likes business, why should we spend on a post? Why should we spend on digital? The likes are fake. No, this isn’t botox.
Facebook is a highly targeted platform, but it is a business. Like every great business, it improves and becomes more evolved. For your post to reach the right audience, it is necessary to spend on it and what’s more, we as an agency can be extremely specific in who we target. That CANNOT be done with a newspaper advert. We can measure engagement and reach for a single spend. AGAIN, not possible with offline. Please understand, that advertising is not a charity! Nor is Facebook.
The 360 approach – If you’re going to get dressed, you can’t possibly spend on your shirt and trousers and not your underwear. Digital is similar. It does not exist in isolation. A complete digital strategy involves a 360 approach. Whether it be SEO, SEM or your CRM. Brands often miss the boat by ignoring the importance of an integrated strategy. While your creative may be strong, if the first thing we see in the search engines is a bad review or your Facebook comments are ignored, you are eroding your brand value. The best bit of digital is it gives you the ability to have a conversation, don’t hide from that, or ignore it. Show your community that you really do care.
(The author is Founder and CEO, RepIndia)
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com