May 16, 2022

Digital media consistently consumes a greater portion of marketing budgets around the world, and shows no signs of slowing down. As the technologies and platforms continue to evolve, the specifics of crafting an efficient digital media strategy can shift from day to day.

What are some basic principles to follow (and which ones to avoid) when planning and buying your digital media?

DO optimize for mobile

Most modern platforms automatically provide robust ‘responsive’ technology that adjusts your marketing content to the device on which it is viewed. But it never hurts to double-check your content at both the design and implementation stages to ensure that it’s easy to understand regardless of the size and layout of different digital placements.

DON’T sacrifice quality for volume

Consistency is important, but never commit yourself to producing a weekly newsletter (for example) if you can only generate compelling content at closer to a monthly schedule. You will either be viewed as unreliable when your newsletters fail to appear at your promised schedule, or (worse yet) you will pump out weak content out of obligation, disappointing and annoying your subscribers.

And when it comes to straight advertising, sometimes reaching 100 selected members of your target audience is better than being viewed by 10,000 random digital users. Take the time to make sure your content is placed as carefully as it was designed.

DO keep some traditional media in your overall plan

The evolving technology of digital media is exciting and pulls a lot of our focus when designing a campaign, but combining digital elements with placement on radio, broadcast TV, print, and even direct mail can provide a compounding effect by reaching your target audience at multiple stages of their daily life. Reminding users of your message over different media platforms increases its effectiveness.

DON’T try to be everywhere

It can be tempting to push your message on every new social network or digital platform you learn about. Maintain your focus on those networks and channels that are the best fit for your business and are frequented by your target audience.

DO be visually compelling

While the digital media marketplace is always growing, it’s still crowded with your competition. Make sure your content is eye-catching, without being garish. Design it to stand out, yet be simple and legible. Write your ad copy to compel viewers to learn more — instead of trying to explain your whole message in one ad, design your content to entice users to follow you to a website or space where you can expound on all the details of your product or service.

DON’T be afraid to ask for professional help

Keeping up with all the opportunities for digital marketing can be daunting. It’s important that you take advantage of professional assistance when needed for crafting a digital media strategy. Having an experienced hand to guide your efforts will significantly increase your chances for a successful campaign.