How To Create A Successful Media Campaign

Marco Venuti, Ceo and Managing Director of Luther DSGN, speaks about the best strategies for small-medium companies

«A lot is being said about digital transformation but companies are often not able to understand how to become part of this great cultural revolution. The huge opportunity offered by the net lies in the chance for everyone to be a part of it and to therefore benefit from a potentially infinite and exponential visibility: this statement is not entirely exact and true, “the web’s democracy is under considerable strain by the fact that being on it is not enough, you have to be savvy and know how to behave at the party. Developing a successful digital strategy is less expensive than traditional media planning. The starting point for creating a well-performing and effective digital strategy originates from an unequivocal prerequisite: defining your own target audience. Defining a specific cluster saves us time and money. After all, the real opportunity of the social networks compared to traditional media is being able to trace and follow your own customers with a series of analysis and monitoring tools that provide us with valuable information about our followers. Data analysis is a tremendous resource yet there is a downside: it is extremely costly and therefore not easily accessible to small-medium brands. Moreover, in my opinion, creating data-driven communication campaigns leads to the risk of being positioned among the pack and losing your own identity, especially in a market like gold and jewelry where, besides the manufacture and savoir fair, what people are actually buying is a concept, an idea, a dream. Now more than ever, the challenge that brands are facing is the need to steer towards disruptive and unconventional activities that can overturn the order of things. Content is once again the key in this revolution. Producing quality brand content, whether through photos, videos, campaigns or dynamics to create engagement, could generate feedback and surprising and unexpected results. What companies must do is create content in order to maintain links with their customers and the key from which to start is the content itself, as long as it is functional for the target and faithful to the company’s own insight. This series of content and activity, to be shared with the target on the web, must be organized into a content strategy which, if well-structured over time, can allow brands to storytell and generate awareness and conversion. Speaking of product, these Covid times can provide some virtuous examples of how some companies in the fashion world are working to fix their brand in consumers’ minds purely through digital platforms. Long before the Covid crisis, I myself, with my team at Luther Dsgn, developed The Bridge, our digital interaction platform for events and product launchings: it was already clear to us that not having a virtual space in which to mix the potential of different technologies to expand product experience and the stage to refer to was no longer possible. Unreal, augmented reality, virtual set and virtual arena are all the ingredients that we are hearing more and more about in the communication world. After all, if top brands on the planet are beginning to practice product placement on virtual gaming platforms, like Fortnite, it means that the revolution is already underway.»

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