Channel planning in the digital age seems to be becoming more complex by the year. There was a time when online was a single line item on a channel strategy and the media plan listed about four sites. Today the range of “channels” that digital offers extends from website, online ads, mobile apps, social media interactive outdoor, experiential and so much more.
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The challenge with so many digital deployments is that they live for so much longer than a campaign. Your website, your social media presence and your email communications strategy are foundations which can help ramp up a campaign but need to exist independently of what ever big idea is driving the latest marketing strategy. So if this is true, what is a great digital idea?
The program for ad:tech Sydney is almost 100% complete and we’re working closely with the panellists to finalise content. I will be blogging about the topics again so that we can get a broader view of the key issues that you, the industry would like to discuss. To kick off my blogging effort this year, I chose to focus on a subject close to my heart…digital strategy.
There seemed to be 3 major factors affecting business here in 2009: unpreditable economy, changing consumer expecations and rapid technology development. And these factors meant that all of the events I put together had the same thread or theme; everyone wanted to know about and discuss strategy, innovation and measurement.
In order to ensure that the ad:tech event and program are closely aligned to the Australian and New Zealand digital media marketplace we’ve put together the ad:tech advisory councils.
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| A digital agency. For the real world.
Purpose: hard-wired in.
Quality: uncompromised. Digital: without boundaries. Want it? Contact Wanted. |
