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Digital, just another channel

Updated: Oct 31, 2018


Being online, in the cloud, the internet era, digital, being always on, along with an endless amount of social media platforms and websites from which to choose.

Often we as an agency get asked by our clients, how do we approach all of these? The simply answer, with extreme caution and with a question of relevance. As a brand we want to be part of the conversation, and most certainly do not want to be noticeable only by our absence, but we must not simply rush in and make mistakes that can lead to potentially catastrophic brand damage.


At 36 craft, we take a different approach to digital. A media-neutral one. An approach where we take a moment, pause, assess, strategise and consider all options.


A common question we ask is this - is ‘digital’ not just part of the media channels available to us?

Many people have spoken about digital media channels being the catalyst that will spell ‘death’ of the more traditional media platforms.


Digital is not going to be the death of the traditional media channels – digital will, however, continue to change the game, just as new technologies did. The change will be two-fold: firstly customers will be better educated as they can research, compare and review brands which they previously have never been able to do. They now have the ability to “see”, and scrutinise, everything the brand does as well as make purchases at any time, from any place. Therefore brands will need to become “always on” and consider international cross-border competition far more seriously. Secondly for agencies and brands – digital provides opportunities to better understand, better connect with, and better target customers than ever before.


Digital has also provided agencies with more exact measurement techniques. More importantly, is the creation of two-way, real-time communication. Digital has lead to faster turnaround times, instant reaction when needed, as well as global reach.
Therefore, digital is not a “channel” to be feared, but rather to be strategically embraced and used wherever it fits best.

Through a media-neutral approach ensuring the strategic background is solid, and that the chosen channel is the best possible solution to the actual brand problem, marketers can utilise these new digital tools available to further deliver results. For any message, on any channel, to be successful, the content and the context of the communication should match the mind space of the consumer and also provide a solution to the brand’s challenge.


The starting point is, as it always should be, with all targeted communications – a strong, big idea with a great concept. Take this concept, and develop good creative with relevant content. What you will realize is something you already know: a strong concept is able to translate onto any platform, and a digital platform is no different.



Crafted by Chris Midgley

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