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Abusaleh: Most importantly, marketers
need to understand their target age demographic before they choose the channels in which they are initially going to
invest. If the target demo is 50-plus, they
will want to explore a longer message
length offline (two minutes, five minutes,
or even 28: 30). If the target demo is
18-34, they should be focusing on social
media and online platforms. Second,
they need to have a long-term outlook
as to what their ultimate goals are: do
they eventually want to enter retail? Are
they more concerned with immediate
ROI or lifetime value? Finally, they need
to make sure that the offline and online
campaigns work together. The experience
they see on TV needs to match what they
experience on the web.
Feinstein: The biggest consideration is
to not be unduly influenced by how others are spending their money. Trying to
mimic how others are spending their ad
budgets without knowing how best to
reach your customer can be a fatal mistake.
It’s critical to know your target consumer as well as you can, including their
media choices, and let that insight be
your guide on how to spend your ad
budget. It is far less important to be everywhere your customer is than to make a
powerful impression with them in even
one or two of the media they consume.
Garnett: We must adopt new thinking
about digital. Because the reality is that:
(a) “digital marketing” is not a thing; and
that (b) there is no usefulness in tracking
“combined digital ad spend.”
First, ”combined digital ad spend” —
this term is meaningless today. For exam-
ple, how would we classify TV ads placed
through a network yet viewed on an iPad
via Xfinity? Is that TV or digital? Yet the
term is being used by the internet’s “Four
Horsemen” (Google, Facebook, Apple,
Amazon) to increase their own profits.
Smart advertisers need do what’s right
for their situations — and the volume of
spend that’s “digital” doesn’t matter.
As to the idea that “digital marketing” is
a meaningful category? There are thou-
sands of digital media types, and they are
simply media options. The most common
error I see is a major commitment to “dig-
ital first.” It’s very poor marketing strategy
to pick media before understanding the
problems to be solved.
Sarnow: At the Direct Response Acad-
emy, we have had products that have
failed on TV and been home runs digi-
tally — and vice versa. Considering the
right media mix begins with the goal of
the campaign. Is it a long tail, continuity
type offer — or a “go-to-retail” strategy?
Is it for a young audience or an older
audience? Have you created a TV com-
mercial that works, that is borderline, or