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
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 2017
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
Amazon is the new Google for Product Search

Amazon is the new Google for Product Search

Amazon has become the top place consumers go on the Internet to search for products. In a Raymond James study published in early 2017, 52% of people said that Amazon is now their first choice for product searches. Here’s how you can get to the top of Amazon’s results and stay relevant

Brian Beck
Brian Beck 21 November 2017
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more