Path to build your Digital Media Excellence
With the surge of usage of mobile technologies, marketers have increased their investments on digital media to communicate their messages. However the most pressing question still lingers – “what is the path to build Digital media strategy?”. I advise my clients to follow the below steps to build out their digital media strategy: 1. Prepare the overall strategic objective and goal for your brand/ product: The digital strategic objective should be derived from the brands overall marketing strategy. It should be tightly linked to the non-digital investments of the brand. E.g.: if a brand’s marketing objective is to build awareness about the brand and position uniquely among a certain group of audience, the digital strategy should also echo the same objective. 2. Decide on your target audience and build their media usage profile: Based on the objective, the next step is to identify the segment of customers who can be potential targets of the digital initiativ
