Digital Media is an umbrella term for any of a variety of technologies that allow for the distribution, creation, capturing, and analysis of data in a highly customized fashion. This may include web sites, social media, or digital electronic devices. While there are many forms of these technologies, the most important ones are akin to social networking or the Internet. They provide users with the ability to engage with brands and one another, allowing for a more personalized, organic dialogue.
For example, there are a myriad of social media platforms, ranging from Facebook and Twitter to Instagram and LinkedIn. Using these platforms allows marketers to connect with their prospective buyers at the right time, in the right place, and with the appropriate messaging. However, while these platforms are great for engagement, there are some downsides to the technology. For example, there are few metrics to track the ROI of these programs. In addition, a lot of people simply tune out these types of ads, which makes them a bit of a pain in the hind quarters.
The best part of digital media is that it is a cost-effective way to reach a large number of consumers. In fact, in the U.S., 69% of all digital media consumption takes place on mobile devices. This is a major shift from just a few short years ago, when fewer than ten percent of Americans used these devices to access the Internet. Additionally, this enables smaller operators to make the same type of investments without incurring the same high costs.
The big question is how do you go about optimizing for these devices? For example, should you opt for HTML5 or should you use a different format to ensure that your content will work for desktop, tablet, and phone? A mobile app, in particular, is a great way to engage with your audience, including product shopping. In terms of marketing, the smartphone is an invaluable tool, and marketers should not take for granted the ability to interact with their customers on a plethora of devices. A good strategy will include identifying and maximizing your strengths and weaknesses across these various devices.
While there are a myriad of digital marketing technologies to choose from, it’s a safe bet that these technologies will continue to evolve as they become more popular. In particular, the Internet of Things (IoT) is a hot topic for many companies, and these developments will continue to drive changes in consumer behavior. This is especially true for retail outlets, who will need to develop new means of identifying and addressing potential customer problems. The smartest retailers will consider a more holistic approach to their digital marketing. Specifically, they’ll need to make sure that their digital platforms are up to date and informing their users of the latest and greatest products, services, and promotions.
For the most part, the most successful marketing tactics will require a blend of owned, earned, and paid media. The best way to do this is through a multi-channel approach, with a dedicated person tasked with identifying and analyzing the performance of each channel.