Relevance is not merely the what (content), but how (means of communication) too. It is this integrity of message and form that will the drive success of campaigns in the digital age.
The distrust with social media ads a couple of years ago seems to have morphed into concerns regarding privacy now. The problem companies have is that, data is needed to know which content, or what type of content is relevant to whom and make that available to them. The challenge for companies is to balance this call for privacy with their own campaign objectives.
Companies have to rely on doing the homework. Analyse the data thoroughly, yes, but analyse it for what? Not to be swayed purely by numbers, those decisions that serve the brand the best must the priority. Having big data need not mean reaching a wide audience but reaching specific highly targeted groups who have shown some interest, or even reservations with your brand. In other words those who have engaged with your brand already or have shown desire to do so.
The chances of converting, retaining, and building on; and around, such clients are more than trying to get clients by intruding their private/social space. This homework needs to be on two counts first on creating and curating the right content and the second is to find the right connections to communicate that content. At this planning and buying stage is when companies and agencies need to be at their creative best. The traditional inventory check-list does not always deliver optimum results. Or maybe there is need to build more links in the bridge before flashing on someone’s screen, and companies need to figure out what those links may be.
Being open to approaching a campaign design with the brand at the centre means being open to unconventional designs and the unconventional roads those designs take us down. None of this means deviation for the sake of it but to better performance of course. It just that sometimes what is safe blinds us to what is achievable. While digital marketing may be the answer, a FB page or a news-feed ad may not be the kind of digital that is relevant by itself always. Relevance is not merely the what (content), but how (means of communication) too. It is this integrity of message and form that will the drive success of campaigns in the digital age and agencies will increasingly play role in finding such space for engagement.