Marketing Week reports that in their quest to be digital,
brands are still managing to forget to understand their audience. In part this
is because audiences are complicated. Fewer people have cable subscriptions but
more hours of TV are being watched than ever before.
As brands begin to put together their “digital” strategy,
there’s good reason to take a quick pause. First, it likely might not need to
be separate from all advertising and marketing strategy. That separation could
be causing problems by segmenting the brand into inconsistent strategies among
different channels.
In an effort to ensure they have a digital strategy, they may
fail to think about their customer. What product are they selling and who is buying
it. How are they buying it? Will the customer’s experience be enhanced by accessing
the website on their mobile device? Can they only access it from mobile?
All too often these basic questions are overlooked in a race
to be the first to have a digital plan. It seems that as the future becomes the
present, it’s time to get back to basics.
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