Analyzing Digital Marketing Planning Strategy
When planning the overall strategy for digital marketing planning strategy, the marketer needs to think of how to turn an absolutely passive audience to an audience that will want to take steps towards purchasing the products and services being offered. In this article, I want to look at how that can be done through the active and passive engagement of your audience.
When you look at digital marketing, you will understand that it can be both active and passive but digital marketing is more of active engagement than passive engagement due to the nature and format of the channels used in digital marketing.
#1 Passive engagement
According to Harvard Business Review, passive media is a kind of media where consumers cannot do anything to the message being passed through that media but to consume it. A good example is a consumer watching an ad on TV. Most times, those kinds of audience cannot pause or do anything to the media messages. They might even be lazy to research more about the media messages been passed across to them.
This always leads to a situation where only a few people are converted because they are not actively engaged with the messages. This can also be said of users that are mindlessly scrolling through Facebook. They might not click on some of the ads because it does not really appeal to them. Most at times too, they might actively engage with the message even though they do not plan to do so.
#2 Active engagement
The active engagement has to do with any kind of media that grabs the attention of the intended audience. Some of the examples include Facebook, Twitter, Instagram, Pinterest among others.
Some of these contents are designed to be engaging. You can actually like, love, share and pin some of the media or contents shared through this platform.
Take for example, when people are searching for things on the internet. They are actively engaged and mentally alert. This gives digital marketing an extra active characteristic. But this needs to be nuanced as many users mindlessly scroll down are not looking for specific information but looking for a distraction. In that state, even if an ad comes up and has the potential for active engagement, the consumer may not be ready to receive that message.
Passivity and activity make up the passive or active quality of a media or marketing strategy. Thus two questions are worth keeping in mind:
- Is your content promoting activity through engagement opportunities?
- Who is your target audience?
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