Build a Successful Digital Media Campaign

Constructing a digital media campaign that sells and grabs attention by no means classifies as an easy task.  Creativity, out of the box thinking and a need to stand out must drive your digital media campaign to grab eyeballs and win hearts all at the same time.  Here are the 5 C’s that will help you build a successful digital campaign….

Content is King

“Content is King” said Yaro Starak and as an avid blogger, educationist, writer and information marketer I couldn’t agree more.  In fact as a teacher of marketing something I truly believe is that the core of your offering be it a product or service should be good, the rest…brand building, brand loyalty, burgeoning sales all follow in good time.

To put the need for compelling content in digital media campaigns in proper perspective, a recent global study, the TNS Digital Life 2012 Report has revealed that 50 per cent of digital campaigns fall on deaf ears resulting in tremendous waste of the marketing budget.

So if you thought regular updates, posts, promotional offers and trivia were what you needed to capture, engage and retain consumer interest then you couldn’t be more wrong.  Customers want to engage in digital campaigns that capture their imagination, strike a chord and have the ability to make people sit up and take notice.

The recent viral marketing success of the Indian song “Kolaveri di” is an example of truly riveting content which drew the attention of people across the globe.  The Tanglish (Tamil-English) song became an instant hit and today has versions in every Indian language as well as several foreign languages. 

Conventional is Passé

Conventional is boring, predictable and passé.   This is primarily because trending on the digital medium is real. It can be tracked; monitored, measured and assessed which is why unconventionality can make a brand can stand out. If you simply follow trend chances are a brand could get lost in the trend.

If you want to advertise then picking a model who looks like the flavor of the season on the ramp this year is making a conventional choice.  However, picking real women even users of your products or services is an unconventional choice that you can make and give a real and human face to your brand and digital media campaign. 

Coverage is the Key That too 360 Degree

The digital space today is vibrant and burgeoning with multiple platforms like messaging, gaming, publishing, search engines, content streaming, peer-to-peer sharing, web-based e-commerce enterprises, and personal web pages.  In crafting a digital media campaign you need to realize that success cannot be built on only one platform, you need to use multiple platforms for 360 degree coverage, widen the net to get a bigger catch in terms of audience.

Consumption That’s Quick and Easy Will Get You There

Connect with people in the fastest and quickest way possible.  Take the Smartphone route.

Mobile phones today are the fastest and quickest way for people to access and consume information.  Digital media campaigns that focus on speed and efficiency will improve the affordability and accessibility of media and capture the interest of more and more people with ease.

Make consumption quick and easy to grab that space in the customer’s head!

Connect

Campaigns that connect with people have an edge, this is the biggest lesson I’ve learnt from one of my favorite advertising campaigns (which is not a digital campaign though), the Amul butter campaign.  A topical copy which mirrors important events in India it has managed to hold the interest of audiences simply because it “connects” people with the socio-economic happenings in India.

Encourage people to socialize, communicate and share their brand preferences, thoughts and complaints to “connect” with them and watch your brand grow.

Building a campaign that becomes an online rage is every marketers dream.  I hope these tips will help you create a winning digital media campaign.

Image: http://www.freedigitalphotos.net/images/view_photog.php?photogid=2243

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