Have you really noticed what are you actively focusing on the most these days? While you’re watching TV, reading newspapers or maybe while listening to radio is there something around you that can easily pull your attention?
The way we use to interact with the environment has changed drastically with the increasing use of smart phones and other screens. Digital screens are now conventional and the once conventional are slowly fading away. The acceptance is even faster in metros, I & II tire cities of India. Here are a few reports mentioning about the magnitude of digital growth in India.
Hence, we know that the consumers have gone digital, or at least, they’ll be shortly after.
So there’s a need to understand the strength of digital mediums because that varies drastically from the traditional. Let’s think of it in this way, in digital environment each user can create a digital playground of his/her own. This playground consists of everything that a user wants to be around with. Now that can be things of her interests, liking, shopping needs, brands & products they love to track, relevant updates about what they follow or want to talk about.
So if we go by traditional methods i.e. to get maximum visibility at least possible price to for the best conversion rates, chances are this digital audience might never notice, or, might as well form some inconsistent impression about the brand. These strategies however, must’ve worked for the traditional medium. But traditional mediums ask to spend more as cost is on impression for the whole population, which cannot be broken down into targets. But at the same time, the traditional promotional methods have higher reach, penetration and low per impression cost. Especially for a certain age group or demographic, the traditional methods are still blessing owing to their reach & acceptability.
On digital medium, it’s about targeting your audience. Because every user has a very well defined playground the marketer understands if the product is communicated to the ‘prospect’ in this user group. The age, location, interest, hobbies, nature of job and even hobbies and numerous other attributes can be targeted for your product to hit the right audience. In fact, there are tools integrated in every digital platform, which allows you to filter out your target audience for get a precise output. Here’s Facebook target link for an example.
So, what’s the bottom line? The best way out is to create an integrated marketing program that can have layers for broad and niche targeting. But when the budget seems to be a constrain, you should really notice what are you actively focusing among the things that’s around you at any given time. Rings a bell?