Digital media is transforming how marketers engage with customers and prospects. Whether you're marketing to business executives or consumers, it's critical to monitor the fast-changing digital media space. So what's on the horizon for digital media in 2012, and what does it mean to marketers?
Three marketing experts shared their forecasts recently at a program sponsored by the American Advertising Federation. Adele Pellicane of Traffiq, Inc.; Larry Weissman of Top Line Revenue, Inc.; and Scott Chapin of Marcus Thomas, LLC were panelists. Michael DeAloia of Emerging Chefs in Cleveland moderated. Here's what these digital media pros see on the horizon and some insights for using digital media in your smart marketing strategy.
Tips for planning your digital media strategy. How should you use digital media in a smart marketing strategy? Chapin recommends that marketers ask these questions to determine their digital-media marketing plan:
Is your audience mobile? In most cases, the answer is an easy yes. Half of phone users now have smart phones, so penetration of smart phones in your market is probably a given.
What content do you have? You need something to pay off a mobile marketing campaign, like a mobile website or app. "If you don't have this, spend your money here first," said Chapin. "Mobile users have even shorter attention spans than web users, one second instead of five. You must answer the user's question instantly."
