‘Digital Marketing is different’ Really? (Part 2)
Let's say you know a brilliant statistician who can analyse all the viewership details of various programmes in various television channels at various times, ferret out precisely how many of your Target Group would be viewing a said programme at a said time and then tell you precisely how the cost-per-view compares with another such programme (whew). Would you ask him to actually create the TV commercial? Or would you rather have him choose the most cost effective programme and have the TVC created by someone known for their intuition, consumer insight, communication skills and overall creative brilliance?
If the answer seems like a no-brainer, then why do so many people think that statisticians who can ferret out the best places to advertise on the net, are the ones who should create the ads?! Therein lies the story of Digital Marketing Myopia.
Digital Media is an amorphous title for a bewildering number of mediums - websites, search engines, blogs, social media, etc. Under each of these there are sub-classifications and options. News sites, entertainment sites, job sites, techno sites, etc, are examples under websites.
Search engines, with google being the overwhelming favourite, offer a great opportunity to tell people about your product at the exact point when they are looking for it! And then, an infinite number of blogs throw up information on the people who visit them, purely by virtue of their subject matter. Social media (facebook, twitter, pinterest, instagram, et al) again offers tremendous variety, with each allowing its user to shine in a different plume.
Then, there is a plethora of devices through which these digital media are accessed: smart TVs, desktops, laptops, tablets, phablets, smart phones... in descending order of sizes. It seems almost inconceivable that a marketer whose primary concern is to make the consumer want to buy his product, will be able to keep tabs on the latest goings-on in the digital world.
So it is that the IT engineer who perforce keeps himself updated on the digital world, becomes the marketer's go-to ally. In any 10-minute meeting with any marketer, this engineer can rattle off enough new terms to make the marketer simply give up and say," Do the needful". How the IT engineer himself becomes the creator of ad communication is an incredible example of Digital Marketing Myopia!
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