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RSSI think my viewpoint is a bit different than most (and I caveat it). Bad banners, text links and emails don't work; good ones might. Sure it may sound a bit hokey, but think about it. No matter what the brand, we all want to make people aware we exist (first off), then that we offer solutions and advantage(s). It's almost too simple.
Too many folks delving into or already deeply entrenched in digital environments seem to make things a lot harder than they have to be. I don't know 'bout your experience, but mine has been that my clients (agencies, brands or publishers) know a hell of a lot about their respective target audience. We can certainly tell them more about creative, messaging, promotion and media by channel.
It horrifies me when I still see digital teams chest-beating that their medium is the be-all, end-all. It isn't. To this writer, it is simply another means to form a one-to-one communication with a customer or prospect. We tend to watch and listen to them as they interact in such environments, tell their friends, post their opinion and read those of others.
By no means are these people solely dependent on online venues to make their decision to try or buy. Sure, it is probably a way of life for most. Some may hear a local TV spot touting a promotion, or hear a friend talking about a great deal. As a result they most likely go online to research and gather information prior to making a purchase. This scenario could be one of many. The bottom line is, almost every mainstream consumer seeks the Web for some sort of info.
Is it a panacea? No? For some, it may seem that way. Depending on the product, purchase price and many other factors, it may have the possibility to be. If digital marketers, advertisers and PR folks are good at what they do, it could very well be a cure-all.
I'm sure our industry will keep morphing and evolving in a variety of different ways, from creative to content to channel at a minimum. It doesn't matter if we migrate from text links to skyscrapers, bulletin boards to social networks, viral to video. If they're done right, we'll know how to use these entire elements and more to build, promote and sell brand.
However, what continues to disgruntle me after 14-plus year is ignorant comments like, "Text links don't work. Email doesn't work." Take a look around, people. What is everybody doing on mobile phones? Going online, emailing and texting, to name a few. And don't get me started on email. Everyone still uses email and my guess is, always will. Where and how they are using it is a different story.
RSS FEEDS
When a good campaign is running, whether online or offline, you can usually tell that it's part of a good STRATEGY. If the strategy sucks, it doesn't matter what tools are being used. The keys to a good strategy is weaving the brand elements consistently and authentically into every touchpoint, not just digital vs. TV vs. print vs. whatever. Analog or digital tools won't save a crappy campaign.
You don't "go digital" and then stop all other marketing activities. If you've got a great email newsletter that's gets results, KEEP USING IT.
If you've got a banner campign that's got reliable, consistent stats, STICK WITH IT.
I always say that new media is like make-up, it can't mask ugly; it can only enhance what you already have.
-Lena http://techforward.entrepreneur.com
With apologies to Craig Hahn: The right audience + The right message + The right selection of media + The right schedule = Successful marketing campaign
I, also, am tired of hearing the new "experts" that typically are writing from another medium's perspective and want to claim that display advertising will never be productive, that pre-rolls have failed or that text never works.
Thank you, thank you. You read my mind today especially.
The right audience + The right schedule + The right message = Successful marketing campaign
Still true in the "digital age".
Thanks for adding your voice of reason!
Emails, banners, text and video are just tools.
If you give a hammer to a monkey don't expect to move into your new house anytime soon.