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*You are now reading Part #2 of our “Going Digital”: Misconception series. If you haven’t read Part 1, we suggest you do so.

We understand that due to a general lack of trust and familiarity with the medium, many brands work on a tight and limited digital budget – if any is given at all.

Worse yet, there are just so many digital mediums out there – from necessities such as websites and web banners, to social media channels such as Facebook and Twitter. And now, mobile apps! It’s hard not to be confused by this ever-growing trend, harder still to resist the urge to be a part of everything it offers.

But here’s the truth. Money is always good to have, as with everything else in life – but it’s how you make use of your digital spending that matters the most.

“Going digital” is not about the amount (monetary or deliverable-wise), but what you spend it on. (Click to tweet)

One of the most common blunders many brands make is to tackle as many digital mediums as they can; stretching the budget by creating mediocre work that covers the whole nine yards.

In casting a wider net, the quality of work may be jeopardised. After all, what works on one medium may not be as good on another.

They are also likely to create digital campaigns on mediums that are “hot” but are not relevant to the audience they are trying to reach.

For instance, does a FMCG brand whose target market is made mostly of housewives from rural areas with no 3G service really need a mobile app? How about a Twitter account for a retirement home that is geared towards the elderly, even though most of them are digitally inept?

Have a clear digital strategy that is led by a very sound objective.

Decide on what it is that you want to communicate to your audience, and what it is that they need – then find the digital medium that delivers it best.

Take Old Spice for example, whose “Digital Response” campaign on YouTube attracted over 94 million views from all across the world – delivering a fresh new approach to digital brand engagement.

Or the Nike+ Running App – a mobile app that allows users to keep track of their runs without hassle. Not only is it practical, users can even share their results on social media right after!

So whatever digital medium it is that you are gunning for, remember that content is key. Make sure that it is of value to your consumers, with minimal disruption to their daily routine.

That way, you’re less likely to find your digital campaigns lying stagnant in the digital landfills, while others’ thrive. Good luck.

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