The Opportunities and Challenges of Digital and Online Marketing
And how good old-fashioned messaging can save us all
As we continue to move further and further into the world of digital and online marketing, we are presented with many opportunities as well as challenges. Perhaps one of the greatest opportunities is the ability to track engagement like never before. For a marketer, it can only be described as game-changing. But for those struggling to keep up with an ever-evolving world of new technology, it can be daunting.
As a branding professional, there is no denying that this new world provides improved ways to reach and connect with the consumer. The challenges come when click-thrus and impressions alone become the driving force behind every marketing decision.
At RUSSO, we have always believed that even the best creative will fail if no one ever sees it. This is why having a strong and strategic media buy is so important for every campaign and branding initiative.
With that being said, reaching your target audience without the proper messaging will also end up failing sooner or later, regardless of what your social media guru might be telling you. In the end, we still have to connect with our audience on an emotional level, developing messaging that resonates and cuts through the clutter.
So, while advertising may have changed in recent years, the essentials of good advertising remain.
- Do we know our audience and what motivates them?
- Do we know who we are and what our brand promise is?
- Are we using consumer insight to drive creative strategy?
It can be a slippery slope when we lose sight of the basics and begin chasing numbers without any substance. When this happens, we run the risk of not only looking and sounding like everyone else, but also becoming noise on someone’s feed. In many ways, it’s like having a voice that no one can hear.
You can avoid this by ensuring you have a unique and authentic voice to begin with, and that can only happen when you are able answer the three questions above.
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