Optimize digital Media Impact

OPTIMISE DIGITAL MEDIA IMPACT
sarfrax.ashraf@gmail.com
Sarfraz.ashraf@gmailcom

Optimise digital media impact
Unit Sector
Business Development – Marketing
Application
This unit describes the skills and knowledge required to optimise
digital media impact for application within the context of marketing
communications.
It applies to individuals working in a variety of marketing
communications occupational roles who have responsibility for
developing and implementing client solutions within the digital
communications space. Individuals may work individually or as part
of a multidisciplinary team.
No licensing, legislative or certification requirements apply to this
unit at the time of publication.

Definition: Business Directory
Digitised content - text, graphics, audio, and video -
that can be transmitted over internet or computer
networks
What is digital media

Media are tools we use to communicate
“Media" is for communicating with more than just one
person. Traditional examples include:
• Books
• Magazines
• Newspapers
• Film
• Radio
• Television
Defining digital media

Digital relates to the use of computers
• Digital is a technical definition and relates to the
use of computers – with their "binary" language of
on/off, 1/zero, bits and bytes
• This is the digital world and includes computers, the
software to run them, and the movement and
storage of digital information via networks and
storage (hard drives and cloud services)

Digital media is two important elements together
that have been made possible by the combination of
computers, software, and networks to form:
Interactivity
Group forming

Interactivity made possible
• Most computer networks are bi-directional and
addressable
• You can specify where your message is to go, and
get a return message right away
• This is a feature that is built into the telephone, but
most mass media are one-way, or broadcast, media.
• They are engineered to deliver the same message
to many people at once, but they don’t provide for
any return messages

Digital media networks are different
You can still send the same message to many people
(e.g., Netflix, or streaming radio, or just a simple web
page), but you can also have interaction ranging from
minor elements (choosing shows and rating them on
Netflix) to major components (posting pictures and
comments on other peoples’ photos on Flickr)

Digital Media is based on software
• The people participating in the network can organize
themselves into ad-hoc and arbitrary groups.
• This is most obviously seen in Facebook, where you can
instantly and easily create a new group around any sort
of topic
• These "group forming" networks have enormous value
since they help us coordinate, communicate, and
collaborate on projects large and small – from parties to
promotion of brands

• The most important parts of digital media are not
simply the conversion of regular media to digital
formats
• It is about unleashing tremendous value for society
– taking advantage of these new capabilities
relating to interactivity and group forming
Benefits of digital media

Determine measurable impact
objectives for digital media
• Specific – what is your main goal?
• Measurable – how will you measure the success?
• Achievable – is it within possible reach?
• Realistic – do you have the resources available?
• Timeframe – what is the set planning & completion time?
Analyse digital media impact

• Review and deliver insights from online and offline
channel data and assess what the data tells us in
terms of how people are using the media
• Identify if there are any gaps in engagement and
expectations from what your objectives are

Identify tools and technologies accessed by
customers such as:
• Apps
• Storage devices
• Social media
• Websites
• Live Chats

Clearly establish audience engagement
characteristics, expectations
and responses:
• Where do they engage?
• Do they engage on multiple media platforms?
• To what level to they interact? e.g. Like, Share, or
comment, act
• How long do they hold their attention before they
move on?

• Design, build, and test a learning
environment using industry tools
and technologies
• Consider what is relevant to your
industry and your target audience
• Prepare a number of strategies for
rapid real-time response, and rapid
change
Establish an experimentation framework

Model channel interaction options and test
interaction with target groups:
• Is the media channel reaching the correct target?
• Is the reach higher or low than expected?
• What is the response ratio?
• What is the uptake in terms of your objectives?

Learn and adapt rapidly to changing customer
expectations and interactions, our customers will
base their experience on:
• Speed
• Reliability
• Transparency
• Trust
• Brand
• Delivery

Ensure channels are established using current industry
tools and technologies:
• What media channels are current?
• What media channels are relevant?
• What is the trend?
• What is suitable to your:
o industry
o brand
o product/service
o customers and prospects
Create optimised digital channels

• Enable that there is visibility of the customer
journey in the digital environments
• Utilise tools and technologies for visualisations,
dashboards and reports for a unified view across
multiple digital platforms
Create optimised digital channels

• Work effectively with other experts as part of a
multidisciplinary network
• Enable the ability of rapid change to process and
interventions to match real-time customer
requirements
Support channel strategies

Collate digital data on customer engagement,
conversations and conversions and access
What is working well and what is non responsive?
Evaluate effectiveness of digital impact

• Moderate the collected data to identify exceptions
from agreed performance in your objectives
• Document any issues that may have occurred
• Document any recommendations to improve
further digital media optimisation in future
campaigns
Evaluate effectiveness of digital impact

Optimize digital Media Impact

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