A one-day crash course and a working knowledge of few key words make many marketing managers think that they are ready to tackle the digital world.
“Let’s go digital” seems to be the current mantra for them, and the same message getting repeated at each industry session taking place in the city. Last week in a meeting to discuss the media plan for a client, the marketing manager said he wants to put more money on digital media.
He was emphatic that at least 60 per cent of the budget should be allocated to the digital media. He also threw in few key words to impress those present in the meeting and to convey the fact that he knows the digital media space as well as anyone holding a similar job title can.
As the meeting progressed it emerged that he was totally clueless on digital media. Unfortunately, he still hasn’t got a remotely clear idea on how he can leverage the dynamic of digital advertising. A couple of other meetings helped drive home the point that marketing managers — with a few exceptions, of course — are undertaking digital marketing responsibilities without a strategic approach.
The world of marketing is highly dynamic. It is evolving by the minute, and it is imperative marketing managers identify new ways to keep up with the rapidity of change. Many among them are trying to figure out not only new tactics but also new communication and branding vehicles. This is important since along with changes in buying habits and behaviour, the way people consume media has also had a transformation. And in the forefront of all this is digital advertising.
Each medium brings its own challenges and it is the same as far as digital is concerned. Apart from unique challenges common to most media vehicles, when it comes to digital, speed and adaptability are crucial. Marketers should be nimble enough to spot the dynamics and amend plans accordingly.
A slight delay will create unwanted consequences that may take long to rectify. A prompt response is possible only when the person is really clued in and for that a thorough understanding of the medium is essential.
Before plunging headlong into the digital stratosphere, it makes sense to determine the relevance of the medium vis-a-vis the target audience. While it is true that consumption of digital media has gone up, there are many product categories that still need to consider traditional media vehicles if they need to reach their primary audiences.
Marketing managers as well as advertising agencies are in a hurry to embrace digital since they do not want to be seen as ignoring the medium of the moment. Whether this herd mentality helps the brand to get the desired mileage is a big question.
I am not advocating that marketers should stay away from digital. My submission is that before venturing, it is essential to understand how the brand will fit in the chosen digital media vehicle. A shift from traditional marketing to online is a different ball game. It requires a change of mindset and involves an approach beyond just briefing an agency in the traditional manner.
The role of the marketing manager does not stop with the briefing. If he is serious about digital, he needs to shift his mindset from the traditional and create pegs that will infuse life into the online content. This involves a detailed understanding of the product, market, the target audience, influencers as well as the medium that is being used.
Today, it has become imperative to assess the efficacy of each element in the media mix. Returns are being measured at each stage of the communication plan. While it is true that it is not possible to be 100 per cent sure if the marketing budget is being used in the right manner, it will make better sense when we understand the wheres and whys of investing.
Failing which it will be another short-lived exercise.
The writer is Account Director at Publilink Advertising.
