The first question we should ask ourselves when thinking about how we use digital media is why are we looking to use Digital Media (Media in the broad sense not just above the line paid for placements). When you think about why it begs many other questions but the answers to those questions should become the framework to your communications strategy, it will also narrow down the huge number of options to a more manageable number that you can consider in detail.
I can think of 8 broad areas of why consider digital media ( in fact any media). Some are highly incremental others more radical. Sometimes its just cheaper to use the digital option, at the micro level Craig's list is killing the US newspaper classified industry because it has an unbeatable price ( free ) that the papers cant compete with. If this is the reason avoid the expensive digital options (e.g. a pre roll vs a 30" spot)traditional media metrics are king here but digital media is catching up fast and in certain audiences arguably over taking the traditional media channels. Google understand this argument and have offerings in the traditional media market , they have a great blog which discusses this in great detail.
The biggest driver of on line media has been good old direct response and over the past few years the UK especially has gone e-commerce crazy, so on-line media is a great way of selling stuff. The cost per thousands may be higher but we get a far lower cost per sale. This is why search now accounts for over 10% of all UK ad spend. We will find out over the coming months and years if the techniques developed in the search space will start to affect other forms of communication.
The other reasons why are a little more nascent . We are now starting to see brands using digital media as a way to cross and up sell products , Amazon have been doing this for years of course but as other brands sell a broader range of products to more people and mine their data new value will appear. Sometimes that new value may well be in another sector,i.e. reason 4: business development. Apple did it with iPod, Nike used iPods to create an new revenue stream with Nike +, The Millions phone in New York is a wonderful example of this principle.The world of branded utility and content are very important if these are your primary drivers, advertising messages should be considered as signposts to these properties.
A slightly more negative but highly important reason is that customers expect it, possibly the competition has moved on or customer expectations are just higher ( especially if you are marketing to a 'youth' demographic). Mobile will be primarily driven by this reason (and mobile advertising will be beholden to these effects as it will be the signpost to such services). If customer service is the primary reason then understanding their needs is the primary driver, the management of their behaviour and measuring the impact on sales and brand reputation will be key.
For some brands being seen to be innovative is vitally important, we are very lucky to wok with a number of such brands. If innovation is the driver then don't think incrementally, a small innovation wont be noticed, wont drive any brand effects, it needs to be game changing. If that is the case then PR effects take over the media will publicise on your behalf ( what Microsoft did with in cinema games of breakout was a great example). There are many other innovation effects that we will explore later.
The final 2 are a little more flippant , sometimes we do it because we can , its easy and it can be free we can just see what happens. If this is the case have a library of assets plenty of people are willing to test new ideas for nothing. Finally sometimes we do it because we have too we don't fully understand the reasons , if this is the case then conservatism is often the best course, you'll soon discover one of the other 7 reasons is behind it.
The truly great digital marketing campaigns blend several reasons drivers together to create most value and that is the real art of a digital strategy.
