I wanted to write something, that looked away from the new world we live in today where every brand was digital. You have probably already seen me other rants and should know my position when it comes to digital. As much as the world around us in developing and people assume that everything is, if not already, should be digitalised. My only problem is that this usually means that the relevence and success of traditional forms of communications is overlooked. Clients seem to only be aware of the competition and what they are doing – since our competition is digital, so must we be. this is when we sometimes forget the actual needs of the consumer. What’s wrong with using traditional media?
I was working on a brief for the agency Initials on Pizza hut and i cam across research which showed that despite wanting to make a digital campaign, it would not neccessarily be the most effective way to reach our taget audience (c2). what was apparent here, was that to make a campaign as effective as you can, you cannot dissmiss traditional media. What we found out about the TG was that they were a traditional family that prefered traditional media and as much as we wanted to go digital, we needed to understand their needs and build a campaign around them. Interaction and engagement play a big part to brand involvement and it depends on which channel or media you use, which establishes the effectiveness of this engagement. Consumers will always have preferences and have a typical order in which they chose to interact and there is no point in trying to force digital onto them.
Think of it this way, you can try your hardest to convince a child to eat broccoli and even sometimes you may succeed and as the child grows older, their taste buds change and they are more likely to eat their vegetables. This is great right? But no matter how much they now eat vegetables, they will still prefer nothing more than to sit down and engulf a vanilla and caramel cheesecake or something else that they always eat without hassle. So, introducing something new doesnt necessarily mean getting rid of something that already exists, something that works. Instead have a bit of both, dinner and dessert, showing consumers and clients the actual benefits of a better integrated strategy that attempts to resolve the business problem, whilst meeting the customers needs.
So what is a good digital strategy? Something different – a on-line consumer interacts differently when they are offline, so the strategy should adhere to this. Something personal that permits added value through user consumption. Something that pushes through the values of the brand at ease and makes it easy for the consumer to understand communication messages. Not every brand needs a Facebook or a Twitter feed, but if you do, don’t place it on there to talk but not listen to your customers. Pay close attention to those that do complain, they complain because they care about the product or service and may even teach you something. Brand experience is where the industry is heading, and now that digital has made information through the web easier to access, it is vital that clients understand their roles in consumers lives better. if you don’t have one or give added value, then you are destined for failure and no digital campaign on its own is good enough to save a failing company.