Media Futures views every medium as equal. This means that if audited audience measurement is available, the medium is reputable and the price is effective, then the medium can be be considered for your media campaign.
What has occurred in this country and elsewhere is that the over supply and over promise of digital and technical platforms has led to lack of results.
Essentially the pitch has been about clicks, click throughs and maximising views on your site. What has not happened is the second phase, being customer retention, customer satisfaction and making money from each converted customer. Industry figures show that 98% of website viewers leave without buying. In other words tyre kickers having a look and leaving to find a similar product with a better deal.
This development is no surprise and like so many new mediums on the market, they launch in a blaze of publicity and fade quickly and the companies who buy these tools find out that they just don't work. Not a good situation all round.
So what do you do?
Firstly apply the golden rule, never rush in to new mediums and over promised products.
Secondly have a step by step policy of communication with the user, treat them as a human and not as an invisible source of money
Thirdly ask for their permission to follow up and keep in touch on updates and offers
Fourthly practice good customer service by either ringing by phone even if you thousands of customers or institute an online contact programme
The rules of marketing and sales never change despite technological advances and the current digital madness.
If your media policy, media strategy, media planning and media buying are falling short and the technological digital mediums are letting you down
Media Futures recommends you seek an independent media practitioner to get you back on track