Integrating digital media into the traditional media mix (page 2 of 2)

Perhaps Internet could be a more cost effective frequency boost to the TV campaign? Perhaps the role is primary "lead generator" in the campaign? Be specific.

4. Integrate "success" measurement at offline consumer contact points: Internet is strong at tracking and reporting the success of the campaign. But what about offline? Is there a way in which we can measure media contribution through our call centers, showrooms or retail points? Not an easy task, but more accountability through data collection makes marketing managers a lot less jittery when signing off budgets.

5. Leverage traditional spends to keep online costs low: Often you will find that the ATL planners have booked on the same titles as you are considering online. So for instance, if we are booking full page ads in Gulf Marketing Review then GMR-online.com should perhaps consider a discount. This can save the client literally thousands of dollars.

6. Synergize traditional creative by further developing the online counterparts: Get a hold of the print ads and radio spots, ask to see the developing TVC. Also push to see the PR and sponsorship activity for any online opportunities. Try to incorporate online's interactive and multi-media capabilities to give new life to the traditional executions as opposed to just transferring the images into a banner ad.

7. Source online research with regards to the campaign target audience (TA): Media strategies are based on consumer insights and hence budget allocation should be determined via consumption patterns. Any data that you can source which shows that 16-21 year olds are spending 6+ hours per week in online chat rooms and forum boards, will strengthen your case for the inclusion of Internet media into the mix.

The above tips all point towards better integration between the online and offline planning teams and will hopefully result in a better marriage between the online and offline media strategy. This will allow all members of the planning team to better value the online component through clearer understanding of its contribution.

At this point I must stress that this is a long term initiative and will not be achieved overnight. Dedication to this integration is a pre-requisite but you can rest assured it is the direction that this industry is inevitably headed, so the sooner you accept it the better positioned you will be when clients demand it.