Article

Manuel Yanez
Manuel Yanez 12 April 2016

Stop Talking About Digital Strategy

Communication strategy should be about communication strategy stop dividing your budget

When we talk about strategy one area we should cover, of course, is digital. But it shouldn’t be as a strategy within a strategy. Social media, web sites as well as PR and maybe print advertising all these should be part of a communication plan designed to reach a goal. It is a mistake to have two different strategies with little or no relation between them. What has been happening inside companies and media and advertising agencies is that there are two teams, one focused on “traditional” media and the other “specialised” in digital resulting in huge communication and marketing departments spending and two different creative campaigns.

The problem is the problem

What a marketing strategy is designed to solve can be: A new product being introduced to market or communicate a special sale or maybe a brand awareness campaign. What tools to use to link with audiences is what needs to be resolved. With the invention of writing, then paper and finally the printing machine the way we convey messages has been made easier. But the problem did not change: How to make people aware of our brand still is the problem. We have been immersed in the digital world for more than a decade a whole generation is not conscious that there was a time when TV ruled the world. For them there is no digital and traditional anything, things are as they are the world at their fingertips 24–7. Today we can communicate with audiences instantly, we can interact in real time. We can measure every bit of information we need to make advertising more effective and efficient and the problem still is: How to communicate something to somebody.

estategiadigital-(1).jpg

To divide communication channels is a mistake we all made. Now is the time to integrate marketing teams under a common goal and help them reach it with a common strategy. The creative challenge is, as always, how to engage with a target audience, how to be there when and where they need our product.

Going to a media agency and not be able to integrate a strategy in both the digital and traditional media is senseless, there are still agencies that have two separate teams handling the same client with the same target group only divided by the word “digital” resulting is a disintegration of the message and pulverisation of advertising budgets making the gathering and integration of information a gigantic task that confounds everybody and has data to determine ROI involved in mystery.

The design of an effective communication strategy must integrate all media that efficiently communicates to a specific target audience a specific message. Print, digital, BTL each has to add to the strategy its unique quality to engage and not divide budgets into a black hole.

We need to stop talking about digital strategy and start talking about communication strategy.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Get Your Emails Opened with These 7 Expert Subject Line Tricks

Get Your Emails Opened with These 7 Expert Subject Line Tricks

The funny thing is, subject lines aren't rocket science—your subject line should describe the content inside of your email. Plain and simple, right? The best subject lines give your readers a glimpse of what they can look forward to when they open your emails.

Shelby McGuigan
Shelby McGuigan 21 July 2017
Read more
Predictions for the Future of SEO

Predictions for the Future of SEO

Unless you’re a search engine optimization expert, odds are you’re not familiar with what awaits the SEO strategy in the future. Media marketing is constantly changing and therefore marketing strategies have to conform and adapt in order to stay on track.

Tony Solomon
Tony Solomon 18 July 2017
Read more
Eight Key Criteria To Help You Choose The Right CMS

Eight Key Criteria To Help You Choose The Right CMS

In this post, we flag up eight of the most important criteria you should be using to assess a CMS, and to compare different software providers.

Linus Gregoriadis
Linus Gregoriadis 18 July 2017
Read more