This morning I read a great article featured on B and T.
It solidified to me some recent chats we had been having both internally and with our clients, as recently as last week. With so many different mediums and platforms to communicate through these days, agencies and even the client can get distracted with what they are trying to achieve.
No doubt creating a campaign micro site that has high session times and page view stats, along with thousands of Facebook friends is satisfying and possibly valuable to the campaigns objectives. However, I can almost guarantee you that the main objective or desired result is not that.
Why do we want people to visit websites, join us on Facebook, follow us on Twitter, sign up for our online newsletter, play our interactive game? It is because we want them to become our customer. Isn’t the ultimate objective to sell more of our products? For not for profit organisations it is usually to increase their donor base, or increase the amount current supporters are donating.
I have spent this year really focusing on learning more about digital content, social media, its application in campaigns and communications. I am really glad I have, as I have learnt a lot and believe I can now confidently incorporate these platforms and solutions into great integrated campaigns. However in 2011 my focus is going to be, identifying the right objectives and providing solutions to achieve these objectives.
Getting the balance right, and identifying the true value of certain platforms is vital. It has been said so many times before, but I will say it again: don’t do things because you think you should, do them because they are going to get you closer to your goal.
Here’s a link to the article, it is worth a read www.bandt.com.au/news/don-t-forget-the-objective-is-advertising
Posted by LJ