Marketers’ Challenges For Digital Media Buying & Their Solutions – Shweta Ayare

Shweta Ayare, Head - Media Spends, Gozoop talks about the many challenges of which a major one lies in the unclear objective, budgets allocated and finding the right approach towards attaining digital goals


Editor’s Note: This is an exclusive guest post by Shweta Ayare, Head – Media Spends, Gozoop. The views expressed in this post are the author’s personal views.

Of all the challenges faced by a brand, the major challenges lie in the unclear objective, budgets allocated and finding the right approach towards attaining digital goals.

At multiple times there have been brand managers with requests like, “Create buzz for the brand before the launch”, “need social media marketing services for our start-up”, “digital marketing for our new e-com site, no budgets”. Most of them were clueless about what they really intended to do. Most queries like this come when we have not understood the market position of our brand. Additionally, most of these queries are made only in order to beat the digital spends of a competitor brand.

Businesses right now need a new approach

1. The brand custodians need and demand more from digital, but shouldn’t settle for piecemeal solutions to create temporary buzz or a small contest based campaign etc.

2. Likes and shares are fine, but what about real conversations. First, let’s determine what the real conversation is going to look like & how it will influence our brand. Will this conversation drive a purchase decision?

3. Every brand has a story. Your customer will have them too. Use them as a sponsored peg to influence the potential buyer.

4. Take your SEO seriously; don’t choose the firm that only understands Google but not your brand. Check the industry trends and dip your feet into the giant pool, there is no running away from that.

5. Optimization is the name of the game. Many companies have invested humungous budgets and extensive efforts in the digital space, but have missed on optimization, which has led to wastage of money. This means a lot of money down the drain. Stop that!

B2B digital campaign awards 2015

Every conversation with the client at Gozoop focuses on these aspects:

1. Objective: What do you want out of this?

2. Learning: Why is this not working? If we try this, it could work.

3. Recommendations: If we try this, it could work.

4. Hypothesis: Let’s measure and see if it is working. If it’s working (or not), what are the hypotheses?

Consider the above and move to the next strategic task. We believe that is the only way for digital marketing to work.

To add to this one must consider the budget; all major offline campaigns come with defined budgets. One can be assured the budgets will be sufficient enough to beat the competitor. However, with digital the expectations are much more than the budgets allocated. And this is where the problem lies, in expecting too much from too little investment.

Brand custodians need to answer the ‘when, where, what and how’ before they move towards designing digital communication.

1. When: When is the correct time to launch your campaign?

2. Where: What channels should be used to reach your target audience?

3. What: What should be done at this point of time? After competitor analysis, can we make it real time?

4. How: How can we create a different experience for our users?

Currently, what is missing is the synchronisation between online and offline activities for a brand. This creates a disconnection between the communication and the intention making it difficult for an individual marketing channel to deliver the desired outcome.

Another vital challenge is around standardizing measurements for ad viewership. Right now, there are different sources to obtain campaign data, much of which lies with agencies; however, some of this data lies with publishers and third parties as well. There is no consistency on how the industry as a whole measures results.

To sum up the issue, if the brand custodians are sure of their objectives they will ultimately be sure of the channels to be used to obtain desired results. However, the objectives need to be based on strong research carried out on various hypotheses.