Digital media describes any kind of content or ad delivery over the internet, either by user-perception or machine-perception. Digital media is the act of buying ad space through various digital channels, such as mobile apps, mobile websites, and various social media channels. These channels have exploded since the 2021 introduction of social media marketing. Social media allows users to share personal, business, and other information with their contacts, or other users. Businesses and companies are leveraging this social media platform to gain a competitive edge, and increase brand awareness, and customer loyalty. In addition, these social media websites are quickly evolving towards becoming full-service digital agencies, with in-house creative teams and the infrastructure to manage a large number of clients across a variety of platforms.
Traditional Media Strategies The most important difference between traditional media and digital media is that digital media does not require the purchase of advertising. Traditional media, such as radio, television, and newspapers, requires the purchase of space on a station, newspaper, or magazine. This purchase of space requires upfront payment from the company or organization paying for the airtime. However, with digital media, companies do not need to pay for their media time before delivering the message to the intended audience. Companies who have invested in traditional channels can benefit by using social media outlets, while those without traditional investments can benefit by adopting digital channels for their online advertising campaigns.
Traditional Media Metrics Traditional metrics measuring techniques are still relevant for measuring the success of digital media engagements. Organizations or business’ ability to engage its audience is very important. Engagement is defined as “a significant connection between what the audience experiences and how they participate.” Marketing strategies that include engagement will likely be more successful than those that don’t. Consumers who are engaged with an advertisement are more likely to remember it, be exposed to it repeatedly, and even share it with others.
Digital Media Metrics Digital media engagement is measured in metrics similar to traditional metrics. The two types of metrics used in digital media campaigns are performance indicators. Performance indicators measure performance throughout the campaign; whereas performance indicators measure performance throughout the life of the campaign. These two types of metrics should be considered when creating a strategy for success. A balanced approach should be used to evaluate traditional and digital media strategies. Not all efforts in both formats will be successful, but the more exposure a campaign gets the more likely it is that it will be able to reach its goal.
Digital Media Metrics A relatively new type of metric that can be used in performance advertising is data analytics. Data analytics provides information on demographics and behavior. It can also provide information on purchase habits. With data analytics a company can gain valuable insight into which advertisements are performing, which television programs and radio shows are attracting viewers, which social media platforms are popular, and which website’s visitors are most likely to visit. These kinds of insights can prove invaluable to marketers.
Brands using data economy strategies will have an advantage over other companies in their industry because they can identify how consumers are interacting with their brand. This data can be the foundation for successful strategies, or a devastatingly ineffective strategy. When evaluating strategies brands must be honest with themselves about the scope and depth of their understanding. Only when they understand fully their position in the consumer market will they be able to establish a strategy that is right for them and their company.