Sunday, December 13, 2009
I wonder how many brands realize the constant attention you need to give to your website, blog, twitter or facebook presence. Your brand is your child now. It is constantly evolving, needing daily attention by web masters, back end providers, site architects, and a small army of digital geeks to keep it current and up and running. Depending on what your product or service is it also needs constant monitoring for consumer response. And if you are an established brand you also need creative art direction and copywriting to make sure the brand stays on track visually and verbally. And tweek tweek tweek daily. This army isn't free. And although blogging may be a freebie depending on where you set your site or Twittering may be cheap from the standpoint of the deliverable, nothing else is. Where you come up in a search engine, where you want to pop up in a pull also has a price tag. Maintaining a website, getting hits and click throughs all cost. And there is as much dreck out there to wade through as there was traditionally. So is it the best choice? I dunno. That's where a great planner and a lot of thought and research must be in place before you try anything like going viral with a u-tube video, which also costs money to put together and the chances of going viral are like winning a lottery. And the days of pulling up the info you want and not being in your face with ads is gone too. Heck, every time I go to CNN or my newspaper, popups and other unwanted garbage interferes with articles I want to read. Very annoying. So although there is a lot of pressure on brands to have a digital presence, it needs a lot of planning and I think it is a tactical choice far more than a creative one. That being said, it is not going away and like early tv it is still in its very early stages. But to think it isn't going to cost you or the comparative cost compared to traditional venues is far cheaper, I would argue that just isn't so. It is a bigger tool box for sure. And certainly opens up opportunities that didn't exist before, but like all new things it needs to be tempered with the old tried and true to make a complete picture for a brand.