Digital Marketing and ROI – Part 1 – The Rules Rewritten
Wednesday, October 22, 2008All media is now digital. Holdouts which have not yet converted are desperately trying to figure out how to make the transition happen. As of February 2009, television signals will only be broadcast digitally; a leap necessitated by the immutable laws of physics, economics and government.
For similar reasons, all advertising is going digital. Even the billboards. All great advertising of this age has a digital element. It has to. Advertising is after all, the primary motivating force behind (and often in front of) all media.
Digital media is amazing. It is relatively easy to produce and even easier to share. Search engines and social media networks have opened a world of experience to approximately 1/3 of the world’s population. That’s a surreal number of people sharing a daily digital environment. The most interesting thing about them, from a digital advertiser’s perspective is; each click can be tracked, analyzed and evaluated. We are learning exactly how to target ads to specific consumers and thus have a far higher chance of converting those consumers than previous generations of marketers did.
The rules of media are being rewritten.
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