Digital Marketing Myopia
Advertising and marketing concern themselves essentially with 'reaching' people - to first make them aware of the product, draw their interest, to make them desire the product and finally, to buy it. The emphasis will vary from product to product, depending on its nature and price.
For an FMCG product, the transition from awareness to purchase may be immediate since the 'cost of mistaken purchase' is pretty low and will allow the consumer to take a risk and 'try'. So strong brand awareness and salience are the keys here. For a high-priced product, like a fragrance, the desire must be so strong that the consumer perceives high price as high value! Here brand perception is the key.
In any of these cases, an advertiser will use the appropriate medium to achieve the desired results. The question is, how well should the ad creator know the medium?
When creating a press ad, does the creative team know how a newspaper is printed? Certainly not. The ad is conceptualised to create maximum impact on the TG. The creative team concerns itself with appropriate words and visuals for maximum impact. How well an ad is reproduced is taken care of by the media and production people who have expertise in this specific area. Producing a television commercial requires specialists in the field. The creative team does not concern itself with the video formats for various channels. That's a technical aspect the producer takes care of.
When it comes to digital advertising however, the lines become blurred. The bewildering number of media options create a mind numbing number of software options, formats, sizes and shapes. Now since the IT engineer is the one most aware of these options, he assumes the role of the creator, since it seems impossible to educate a creative team on all the possibilities. An intelligent reader will wonder why it is at all necessary for the creative people to know all the technical specs when all along they knew nothing of how a printing press works or how TV channels transmit! That is precisely the point.
There is absolutely no earthly reason why an engineer should take over the creative process just because he can code an ad for different digital media. It is the same as letting the printing chief at the newspaper create an ad, or a management consultant think up a TVC!
One should never lose sight of the fact thatdigital marketing is as much in the realm of advertising, as advertising in any other medium. As always, leave the creative work to a creative agency and find a release agency for placing it in the right digital media. Let the creative people do their job and the engineers theirs. To confuse one for the other is to court disaster, a sure case of Digital Marketing Myopia!
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