The world of digital moves fast. It seems as though a new ‘must have’ channel or bit of kit springs up every week. No wonder so many marketers are left feeling like a fish out of water when it comes to digital. So how do you distinguish between a new digital trend that could help you meet your objectives, and a passing fad?

Whilst the digital environment offers many opportunities to enhance brand reputation, it also comes with a risk to reputation if not handled well. It’s important to remember that nothing dies in the digital world. Yes you can take an app down from the store but those who have downloaded it could be disappointed if it stops working or is no longer supported. Launch a new Facebook page or a Twitter account and your content will be circulating online whether you keep the channel open or not. And what about your followers? Making the decision to close a channel could affect the perception of your brand or product and an unmanaged channel with no new content could be more damaging than not using that channel at all.

With all this in mind it’s important to take a strategic approach to the digital space.

Our clients often come to us asking questions like, "what’s the next big thing in digital?” or “what can I do before my competitors?” Sometimes it’s with a request for a specific product, “I want to launch a new Pinterest channel” or “We need a new app”. Whilst it’s always nice to create industry firsts, and its important to give your agencies clear direction and briefs, it’s also important to remember the marketing basics you know so well.

It sounds obvious but it’s a step so often missed in digital marketing, do your research and know your audience. Knowing who your audience are, where they spend time online and what they do once they’re there will tell you whether the ‘next big thing’ in digital is really going to work for your brand.

Start by asking questions like:

  • Who do I want to reach online?
  • What channels are my target audiences using and how do they use them?
  • What do my customers want to hear/see/do?
  • What sorts of content do they like to engage with?
  • What is out there already in this space and where is there a gap?
  • How can I add value to this space?

Answering these questions will inevitably help you develop the right digital strategy for your brand. For example if you know your target audience are less likely than average to own a smartphone or tablet you may decide that an app isn’t going to be money well spent. If however you know this audience spends a lot of time online at a desktop computer you might look instead at Google ads.

Like the little black dress some things never go out of style. Get the basics of your online presence right by investing in a strong and well-managed online ‘capsule collection’. If you have limited resources don’t overstretch your budget or your team. You are better off investing in one channel and doing it well than investing in two or three and doing it badly. And never forget to ask ‘why’. Just because everyone’s talking about something new it doesn’t necessarily mean investing is going to provide good ROI for your company or brand.

 

By Kelly Allison, MD of KVA Digital. 

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