Let's face it - digital marketing peeps haven't been terribly successful at selling in brand ideas to marketers. Outside of a handful of well-publicized digital wins - for example, Nike's recent World Cup online video comes to mind - most brand marketers still consider digital marketing to be an add-on to "real" brand-building efforts.
Despite a lot of press hyperventilation (sometimes it feels like we're back in the dot-com boom days), digital marketing is still often consigned as a nice accoutrement to a more substantial and traditional brand-building tool-namely television. Not that I'm complaining. It could be much worse. As a digital strategist, I (finally) have a seat at the table... although I won't be carving the turkey anytime soon, if you know what I mean.
As such, digital marketing stalwarts like me have long lived in a world of "take my print ad/TV spot/ brand tagline and make it digital." Today, it's not much different from the early days of digital marketing; only the requests have been augmented with the requirement du jour, "Can you make it social?" I understand: Digital marketing practitioners have yet to fully articulate the power of digital media to build brands as effectively as so-called traditional media. As a dyed-in-the-wool Believer, I'd like to change that.
And, yet, skeptics might say, why change? Television does the brand-building job. Television works just fine, thank you very much. But as Forrester Research reported a while back, more than 43 percent of media viewing time now occurs online, while brands still only allocate about eight percent of budgets to digital marketing. To be sure, television (still) works - but it needs help in today's increasingly media-fragmented world. Plus, digital is everywhere: On your computer, on your smart phone, in out-of home... why, digital is even on your television. ;-)
So what's the issue? Why haven't marketers moved more brand budgets into digital? Seriously, what's the hold up, people?
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About the authors:
, group director, digital strategy, at G2 USA, is responsible for development of digital strategies for interactive, promotional marketing and relationship marketing programs across a wide range of categories. Mike may be reached at [email protected]