Every task starts with an aim and every achievement is the result of a set goal. If the aim and the goal are not defined, the work strategy can get hazy. While in advertising, marketing, packaging and various other domains, marketers are able to set a definite brief, they still face a blind spot when it comes to digital. With the nature and the newness of the medium, brands find it difficult to integrate their brand message with the medium, making creation of a digital brief a tricky business.
Keeping in mind the complicated nature of the medium, exchage4media organises the Indian Digital Marketing Awards (IDMA) to honour the work done in this domain. IDMA 2013 will recognise work that was created with an established brief, impactful execution and appropriate contribution to RoI. Also, IDMA aims at setting the winning campaigns as examples so as to encourage others and also offer clarity about the domain.
Throwing light on the subject of digital briefs, Atul Hegde, CEO, Ignitee and a Member of IDMA’s Advisory Board and Mahendra Swarup, President, IVCA and IDMA Jury Chair speak about few things that marketers should keep in mind while creating an effective digital brief…
Choose different formats simultaneously: Marketers should make sure that their brief spells out the user of integrated digital touch-points. For instance, web, mobile, social media, etc. all need to be used in an integrated manner.
Don’t get caught by new-age words: Brands should not come on board with an objective or brief of creating viral content or any other such notion. Stick to the basic marketing objective. Marketers should keep in mind that digital is an interactive medium and create content accordingly. They should not get tangled in fancy terms such as viral, likes and views.
Don’t create a community without an objective: The first thing marketers do to make digital presence is give a brief to create a Facebook page. However, users are not interested in seeing brands on social network, what entices is the content they offer. The brief should be about finding the passion points of the user and creating a community around it.
Call for action: The brief should be clear enough to explain that the digital marketing initiative should be able to create call for action or else it does not make sense.
Digital PR strategy: A brief should not be about only creating a digital campaign, but also about creating awareness about the digital campaign. Once a campaign is created, brands need to make sure it is reported about; for instance, getting credible bloggers to review the campaign.
Stay true to your brand: There is no fundamental difference between digital and any other media. Thus, marketers need to be true to their brands. The brand promise should not change just because it is digital.