Time for You to Grow Up, Digital!

Like every medium before it amp160whether TV radio print direct marketing or outofhome amp160digital media are going through a transition evolving sometimes painfully into a more mature form for better less awkward human interaction Along with its own transition digital is also forcing transitions on the traditional media creating new opportunities and problemsamp160and a new economic reality for media owners If you39ve ever raised a teenager you can relate to this transition a continuous eruption of new discoveries surprising new insightsamp160and always the unexpected But also the indulgence of foolish actions We put up with behavior that would never be overlooked in a mature personIn digital just like the others mentioned above this takes the form of vestigial practices For example we still distribute highly interruptive and irrelevant commercial messages although consumers are increasingly taking matters more in their own hands with the rise of ad blocking We permit unconscionable repetition of an identical creative message to the same target We allow individual media to create and present their own data report cards with few or no agreed standards or the industryaccepted auditing and data transparency that is considered minimum price of entry for the traditional media And most egregious we accept the unparalleled new opportunities provided by the underlying technologies for misplaced messages and plain old fraudAdvertisers and agencies can have great discussions on how to value the digital impression in relation to other media options or combinations or sequences but let39s start with humans at least and get the bots and the leakage of client money resources they represent out of the equationThe promise and potential of digital media have never been stronger But advertisers and agencies face unique challenges in bringing them to effective fruition amp160challenges created by the technical complexity of the media themselves and learning intricate processes in order to manage them effectively for the benefit of the business For example every advertiser and agency knows that they must develop full digital expertiseamp160 They must know what kind of content will play a role and who will develop it In some cases a license agreement is required to use content from another sourceamp160They must know about frequency capping particularly on cross platform campaigns They must know how the consistency of message works on each device and in combination with traditional media They must know how certain devices are growing faster than others and how they are being used by their target audiences They must know how to measure in real time and how to avoid incompatible sites and digital fraud and they must be aware of relevant viewability measures They must know how to use data analytics and the realistic attribution of all touch points They must know how to use and respond to social media They must understand programmatic buying including digital video Digital technology is now accessible to almost everyone and it39s transforming relationships with customers And its value must be judged accordinglyThe real benefits of using digital media are realized in its tight integration into a comprehensive media strategy aamp160strategy that responds to the complete consumer selling and satisfaction process Whether you visualize the strategy as funnel a circleamp160or a wheel of fortune is less relevant than that it best leverages a brand39s marketing spending towards the generation of revenue amp160The difficulty we need to solve for digital media in this regardamp160is that unlike traditional forms which can generally be placed in silos alongside the selling process a digital medium can change roles It can be dispositionalamp160creating awareness and preference that predisposes the audience to consider and chose the brand or conversationalamp160making emotional and human connections or transactionalamp160moving to concrete action providing direct access to solving the audience39s needsTo make the best use of these media they need to be placed in a new strategic framework that defines which roles they will play how they will integrate with all the other media and most crucially how they will be measured in terms of fulfilling the marketer39s communication and business objectives This is not something our industry is well equipped for at present Those professionals who built their careers on traditional media need further guidance with digital media while those who more recently have become the digital experts need to more fully understand the most relevant components of traditional mediaThe evangelism cheerleading and siloing of digital so useful at the start of the medium39s rise now have to give way to more hardheaded and fully integrated strategic media thinking And real consistent correct and audited data has to replace the individual media report cardI offer eightamp160initial steps to bring about the next transition for digitalIdentify fraud It39s a war Resolve to prioritize and fully fund the expertise and technologies to counter the botsCreate an unassailable body of public research on the correct measurement and reporting for digital audiences and digital media effects and effectivenessCreate unified industry standards and transparent reporting of objective digital media audience delivery data Subject all reported data and processes to periodic auditPut the thinking and resources in now to solve the all platform audience and message identification problem definitively for true control of frequency and optimal message deliveryReexamine your selling and satisfaction business model and apply a new strategic framework to assign dispositional conversational and transactional roles for digital media specific to your brandPut the measurement plan first Identify media KPIs that link only to your specific selling model and brand business goalsCreate appropriate structures internally and with external agency resources that foster the integration of digital and traditional media in a unified media money management strategy that is attuned to business objectives Create specific and meaningful incentives that reward integrated media workFind the right people Locate people who will think objectively and creatively across all media options digital and traditional existing and emerging who are willing to learn and who will ideate and execute integrated media strategies dedicated solely to brand business resultsSome of these steps can be implemented directly by an individual client acting in concert with their agencies Several may require expert outside counsel And some will only be achieved through joint industrywide pressure and actionIn a nutshell the most difficult aspects of the next transformation are technology and people If the past is any guide the technology will be there when we need it But using it will require extraordinary people with curiosity vision creativityamp160and the propensity to work in a team on the client39s behalf Finding the right people resources for a client39s digital initiatives whether internal or external will be the gamewinning move in a mature digital ecosystemClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Time for You to Grow Up, Digital!

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Michael Atkin

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Time for You to Grow Up, Digital!

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