We often are requested and subjected to develop a digital media plan with a task of CTR, engagement, visits etc. but is that everything digital. Digital is a destination as well as a pathway with potential limited only by the brief. Remember there is no line between online and offline! with the advent of smartphones the line has blurred and is almost non-existent. The ease with which a customer can switch from print to TV to laptop to smartphone has created an opportunity very few can sense and make use of.

Digital is not one-way highway or nor it is 'push a viral content' hub!, it actually is super expressway where the content is generated, shared, exchanged by all stake holders including customer. The customer is at the center stage and has the power to engage or write-off the content created by brand managers, they don't care whether AIB has written the script or SRK has acted in it. So, what choice we marketers have and how can we make our plan digital. 

What is not digital?

1. Let's not treat digital as a medium competing with TV & Print

2. Let's not create departments like social media, mobile marketing (next whatsapp marketing?) and dilute the essence of digital

3. Digital should not be republication of print ad on social handles and tvc edited for youtube

4. Digital is not about social icon presence in print ad!

4 things to keep in mind to make digital plan work for you -

1. Always put idea at the core; give the proposition wings as per medium selected based on user behaviour and cost per thousand.

2. Just because social appears free you don't need a social presence.

3. If you cant measure, you can't manage.

4. Don't fall for fancy phrases, basic common sense led plan works the best.

Feel free to write to me at digital_ind@outlook.com 

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