By Anne Rus­sell, Dig­i­tal Mar­ket­ing Man­ager, Adobe Aus­tralia – LinkedIn, @arussellmktg

CaptureAn enter­tain­ing bat­tle of the media took place at the recent sec­ond annual Mumbrella360 con­fer­ence, where over 700 atten­dees met over 2 days to dis­cuss Australia’s media and mar­ket­ing land­scape. Across dif­fer­ent pre­sen­ta­tion tracks, inter­views and dis­cus­sion pan­els, con­fer­ence atten­dees were encour­aged to set­tle a long-standing indus­try debate: Which medium is pre­ferred these days:  Radio adver­tis­ing, film adver­tis­ing, mag­a­zines, out­door or digital?

The first day saw bat­tles between out­door ver­sus news­pa­pers, TV ver­sus mag­a­zines, and online ver­sus cin­ema. That morn­ing, we saw some inter­est­ing argu­ments, with each pre­sen­ter strongly defend­ing their medium. It was argued that movies reign supreme – reach­ing over 100 mil­lion Aus­tralians each year — the hum­ble radio’s air waves still reach audi­ences through­out the day, at any given time. Some argued against news­pa­per adver­tis­ing, mak­ing the case that even the most widely read dailies still com­pete with dozens of other direct mes­sages, decreas­ing poten­tial impact.

Dur­ing his inter­view with mUmBRELLA’s edi­tor, Tim Bur­rowes, Com­mon­wealth Bank Chief Mar­ket­ing and Online Offi­cer, Andy Lark, told the con­fer­ence that mar­keters can ben­e­fit from using mul­ti­ple media sources to com­mu­ni­cate with their audi­ences. Comm­bank has been using mul­ti­ple plat­forms, includ­ing news­pa­pers and TV as well as online to pro­mote its new engage­ment cam­paign, “CAN”, around Australia.

My take on this is that what­ever your strat­egy, it needs to be rel­e­vant, per­sonal and mea­sur­able. Mea­sure­ment is key to gauge return on invest­ment and the most indis­putably effec­tive ways to achieve that are in the dig­i­tal space. Why? Because, as Adobe’s Mark Phibbs and ExactTarget’s Eric Prugh shared in their “Inti­mate Insights into Dig­i­tal Mar­ket­ing” pre­sen­ta­tion on day 1, dig­i­tal mar­ket­ing works!

Today’s cus­tomers can be tar­geted by expe­ri­ence using over 30 dif­fer­ent mar­ket­ing tac­tics at any given time. Search, land­ing pages, blogs, social net­works, online dis­play adver­tis­ing to email, online videos and webi­nars all play a role in the mix.  The chal­lenge mar­keters have is bud­get lim­i­ta­tions and the need to quan­ti­ta­tively demon­strate impact. Dig­i­tal mar­ket­ing is rev­o­lu­tion­ary because for the first time, we can see how suc­cess­ful our cam­paigns are as data and ana­lyt­ics let us mea­sure many touch points. By using all the data you accrue about your cus­tomers, you can cre­ate a more seam­less, indi­vid­u­alised and engag­ing expe­ri­ence for your audience. .

So even if TV, news­pa­per, radio and out­door ad place­ments are still part of the mar­ket­ing mix, I believe dig­i­tal is going to play a more  promi­nent part in mar­ket­ing cam­paigns, and at the same time this shift is hap­pen­ing, it’s time for  mar­keters to take the steps to cap­ture and analyse their data to aim for mea­sur­able results.