Adage: What Works In Digital

This is one of the best write-ups that I've read recently on the fundamentals of digital marketing.  [ Link to article ]  In short, marketers today are buying digital to achieve one of five core objectives:

1. To complement to mass media by ...
• Increasing frequency of exposure - the classic 360 model recognizes that consumers interact with 5+ types of media throughout their day and digital is almost always one of them. By reaching them at multiple touch-points with a consistent message, they will be more likely to internalize your message
• Delivering more reach for less money - I don't particularly like treating digital as a cheaper (than TV) reach driver as the capabilities of the mediums are so different ... but I guess some people think about it this way
2. Better (more efficient) targeting vs. mass reach
• Probably the original way digital content providers tried to sell to advertisers.  The fragmentation of TV viewership into the deep corners of Cable content is allowing better targeting on TV now and makes this objective a little less impactful but there's still a strong case if you have a narrowly defined consumer base that you want to reach, there's no better way to find them than with digital
3. Drive advocacy / conversation
• To me, this is the most powerful way to leverage digital but it's not without its limits.  Digital is the only medium that let's consumers instantly interact with and share your message.  It's the only medium that let's them help you build your message.  Countless studies have shown that people trust their friends (and even people they don't know) more than they trust brands.  The holy grail is to engage in conversations that build trust in your brands. The issue is that there is a limited set of consumers who will actively engage vs. just consume, and it turns out that it's pretty difficult to get a lot of people geeked up to discuss consumer goods  
4. Just in time research / insights
• Instant gratification -- what are people searching for? How much time do they spend on one site vs. the next? What kinds of music are they listening too?  We can easily drift into data overload but the power of digital for trendspotting is undeniable
5. Promotion / activation
• Coupons! Ask 100 consumers what would make them more likely to purchase a product, 99 of them will say "coupons."  Digital is an efficient way to deliver coupons and I've seen print rates and redemption rates consistently rise over the years. Fine way to drive a quick hit for a business, not a brand builder ... unless the coupon is just a hook to click-through into a more engaging brand experience