Why Digital?
The rate of digital adoption around the world cannot be understated. Internet and mobile device usage has increased exponentially in the last decade alone. It has come to a point where our mobile devices are an extension of ourselves, almost another vital organ to help us survive. It is no wonder that brands are building significant presence online and digitising many functions of their business. Marketing must take a digital first approach to reach and speak to audiences on the world’s preferred living space - the internet.
Internet Usage Statistics
Global:
~60% of the world’s population are active internet users (this is closer to 80% if we were to remove ages <10)
~93% of the world’s active internet users accessed the internet via mobile devices
Source: Statista
Australia:
22.13m Australian residents are internet users, approximately 85% of the country’s population
Source: Statista
21.57m Australian residents use mobile internet, approximately 97% of the country’s internet user population
Source: Statista
Digital Media in a nutshell
Digital Media refers to advertising spaces/channels found on the internet or online. The goal of digital media, is to deliver a brand’s message to a specific group of people (audience) online at the right time and place to drive a desired business outcome as efficiently as possible.
Why use Digital Media?
Apart from the pervasiveness of digital and the world pretty much running online, there are a few unique benefits of Digital Media that makes it an important tool for marketing and advertising.
Tracking and Measurement
The beauty and beast of digital media is that it is trackable. There are technical devices in the form of code that allows us to track user activity with great detail and accuracy. This means that we are able to measure the effectiveness of our digital media campaigns and make the necessary changes to optimise performance.
Automation and Machine Learning
A big responsibility of media practitioners is optimising their ad campaigns to achieve the best results. Some digital media platforms allows us to automate this task by setting rules or instructions for the system to fulfill. Taking this a step further, a number of digital media platforms and publishers employ machine learning algorithms that compute a vast amount of information in real-time to automatically optimise your campaign.
Advanced Targeting Capabilities
Unlike offline media, digital media's tracking capabilities allows publishers to define and organise data more effectively and accurately. The greater the data, the richer the audience segments. This means that we can reach the most relevant audiences for our marketing activities and minimise media wastage on irrelevant audiences. This also benefits the audience as they receive ads for brands and products that are of interest to them.
Real-Time
As with all things digital, digital media functions with great immediacy. You can track, measure, optimise, set-up or pause campaigns in real-time. There is minimal delays in understanding how your campaign is performing, so you can make quick business decisions to ensure that your marketing dollars go a long way.
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