Sustained digital engagement is crucial

Despite this, another, even older message comes into play: "Put your money where your mouth is."

Looking at the spending across marketing budgets it's clear that there is still a lot of trepidation about these "new-fangled" marketing channels. The traditionalists controlling these marketing budgets know that they have to create a presence in the digital marketing field, but remain wary.

Too many businesses still view digital marketing as something best used for last minute tack-ons to an existing marketing strategy or for short-term tactical campaigns. There is certainly a place for short, sharp, tactical campaigns addressing specific issues that require publicising to the consumer, but at its core, that is not what marketing is about.

A long-term project

Marketing must be seen as a long-term project that requires constant evaluation and revision with the aim of building better relationships and communications with consumers. Digital channels for marketing may seem "new-fangled", compared to staple marketing channels such as newspapers or radio, but marketing across these media will soon have to follow the same approach.

We too often assume that with new technologies should come new techniques. We throw out the rule book, knowledge, and expertise at hand.

This, despite the fact that the core precepts of marketing - which we learnt about when the idea that a device that not only is a phone, but connects you to all the world's collective knowledge would fit into our pockets one day, seemed like science-fiction - are just as applicable today as they were then.

Resonating with the consumer

At Prezence Digital we have worked on a long term basis with Ster-Kinekor, crafting its digital marketing strategy and channels to a point where they now are one of the most highly regarded brands in the digital space.

The payout on this sustained digital marketing effort was most evident last year when we developed a suite of mobile apps for Ster-Kinekor. Thanks to the experience we gained from developing Ster-Kinekor's mobile site, as well as insights from its website, we knew exactly what consumers sought when engaging with the brand via digital channels. The Ster-Kinekor apps receive international accolades and local awards, but, importantly, the best accolade of all: resonating with the consumer.

The apps achieved impressive download and interaction rates across all platforms they were released on, including being one of the most downloaded apps in South Africa in the BlackBerry, Android, and Apple app stores.

Efforts do reap rewards

Business decision-makers need to realise digital, as well as a sustained approach to digital, are crucial.

As experts in this field our job is not only to create the digital solutions a client needs, but also to guide and advise them on the right tools, manners, and types of digital marketing that will best serve them reaching their market over the long term.

Digital marketing isn't easy, and despite the lightning speed of the digital world, it isn't always fast when you want to do it properly. These efforts, in the end, do reap their rewards.