Do it to win. Do it to communicate with your target audience via the most powerful technology available. Communication is a combination of art and science: it’s all about the story. The right digital media and a well-told story will capture your audience before they click away.

Digital media is both powerful and personal. It is as close as one’s phone: often in a pocket, a purse – – or right in hand.

In the recent past, media buyers and organizations were doubtful that digital media could provide the impact that traditional media once did. But today, nearly every demographic has more exposure to digital media than traditional legacy media. And it is everywhere, all the time. Moreover, traditional media such as television now reports on what is already online – – news anchors even report the news from behind their laptops!

Technology and personal habits are driving digital media and transforming communication, including marketing. Research across key industries indicate that spending on digital media has now eclipsed that of traditional media spending.

People no longer run to the nearest television for news alerts because now, they come directly to their inbox on their phones.


So why is it crucial to take advantage of this shift? Because that’s how to win.

Spending on digital media is expected to increase now and in the long term. A well-executed digital strategy focuses the audience’s attention on your message. It keeps you relevant.  Without digital media, organizations waste money: it is reminiscent of chatting on a string telephone – – and there is no assurance that anyone is listening into the cup at the other end of your string!

Campaigns can now optimize spending rather than squander dollars on ineffective buys to legacy media companies that are desperate for revenue. A well-researched piece in The Business Insider in late 2016 states: “Digital will become the largest channel for ad revenue globally by 2019 – investors and companies that believe in the media business should position themselves accordingly.” The headline, “The Slow Death of Legacy Media” is indeed descriptive and prescriptive.

With the right digital strategy, organizations can continuously measure the effectiveness of particular messages and strategies. Unlike traditional media, digital media simultaneously utilizes numerous metrics to guide campaign spending and enable organizations to swiftly adapt tactics as necessary. It provides near-immediate feedback and flexibility; the ability to rapidly respond to fresh data is essential.

Fortunately, buying media today is no longer just formulating a plan and hoping for the best. Organizations cannot afford to just set-it-and-forget-it. Today’s media environment is dynamic and competitive. While Facebook and Google may dominate the digital landscape, there are a number of niche platforms and outlets that target specific – – and often influential  – audiences.

Planning a potent Digital First Strategy starts with identifying campaign objectives then considering the digital media options to accomplish these goals. Once a digital plan is developed, traditional media can be integrated to amplify the message.

Organizations without a practical Digital First Strategy lose their competitive edge. Winning campaigns, persuading policy makers, advocating for an issue, and increasing an organization’s influence requires digital vigor.

A smart Digital First Strategy will put you, and your audience, in first place.