It’s a whole new world out there with technical jargons, murky waters, innovations and I almost feel intimated and uncomfortable knowing that there is so much going on that I should be in the know. It’s time for brands to start to drive the right conversations and frankly take charge over your media investment. With constant advancements across all big publishers like Google and Facebook with regards to targeting capabilities, data and advanced advertising options, marketers have no excuse not to drive the digital mandate with vigor and precision.
Some of the things that I have learnt from last year:
Frankly digital media is not what it used to be a year ago. You have to understand the workings behind the scene of a media buy which are not always exposed. Superficial engagement on a campaign level will leave marketers at a disadvantage and ultimately increase your costs and lower your return on investment. There’s very limited support on all levels to local markets from big publishers or specialists and until we build our own competencies, you are placing your faith and massive investments in the hands of your agencies. Nothing wrong with that but just ensure you are in the know to asking the right questions to ensure alignment to your desired objectives. The ride is only going to get more jarring from hereon as digital speeds up. 2018 should be a year of transparency and smart implementation on the digital front.