The Myth of Digital Media!!

All Digital Media seller are going all over town claiming how accountable digital media is and hence it deserves advertising as against the irresponsible traditional media of print and tv. The claim of being accountable arises from their ability to sell clicks and leads and the low cost at which they can deliver these.

In search for these clicks and leads there is an utter disregard for any 'brand building' in the media. There are a few points that the custodians of digital media must consider as they grow into their future which I do not doubt at all. Digital is certainly the future.

1. When a consumer clicks on a digital advertisiement (brought to it via search or whatever) - the consumer decision to click on the said brand ad is a result of a history of ad-stock or brand-image being built in the mind of the consumer. The digital ad is just the point at which this brand-imagei n the mind converts into an action of a click. Converting the ad-stock to the click is certainly to the credit of the digital media but then the digital sellers shoudl realize that there was possibly a lot of traditional media that made it possible for them. And, brand custodians should also understand this when they do the cost-benefit analysis and not give the benefit of generating the click just to the digital media and for the future dilute the use of other media.

2. In the early phase of the digital media when there are not enough brands seeking those clicks; today it is fairly easy and cheap for the digital media to deliver the clicks and leads to brands. But, as the traffic of brands and hence the demand for clicks increases the digital medium will hv to send much more to obtain those clicks and then it wont be so cheap and effective an alternative to the other media options.

3. When the said demand for clicks builds up, the digital media providers will have to work towards building engagement with brands and will be confronted with the same issues of building brand connect and brand imagery that are issues for todays traditional media. The sooner digital media providers realize this and start building these capabilities the sooner will the media mature as a brand communication platform.

4. The media has its strengths of providing interactivity and actionability and should build capabilities around that.

5. Just because certain actions of the media are measureable that should not be confused with accountability. The quality and veracity of the clicks and leads have always been under doubt and it will only become tougher for the media. There is a lot of work that the media can do in developing systems that track accountability and those who develop these first wll be the leaders for the future.

There is a great future for digital media but its their responsibiilty to safeguard its future. And, disparaging the achievemnents of other media is not gong to help too much. Concentrate on their own strenthgs and ave a great future.

Cheers!