What kind of media is your target audience using? If you cannot answer this question with certainty and peace of mind, you might have a problem with your brand communications.

Media usage is becoming more and more convergent, both technically and in content, with a tendency towards the use of different media on a single device. A good example is Apple’s iPad which is perfect for reading, watching movies, playing games, writing and surfing the Internet. Think of your PC at home, it is likely not only used for work, but also for watching a movie or calling friends via Skype.

Not only from a technical point of view is media usage changing, offers are merging on a content level as well because information, entertainment, interaction and transaction are getting closer together. The launch of a movie, for example, is no longer limited to seeking attention in cinemas or through traditional advertising. Today, movie reviews are published in magazines and online portals, with the audience discussing what they have seen on blogs or social networks.  Cinema tickets are booked via mobile tagging, and the tie-in computer game can also be purchased online. Media boundaries are blurring and users are facing the challenge of filtering out the right and relevant information for themselves, which pulls them more and more to the Internet as nowhere else information can be accessed and recycled so easily and quickly.

Do not forget that online services are always and everywhere available at a users’ beck and call through the growing use of mobile devices. That is why digital brand management must focus on information, communication and dialogue across all channels.

These three essential points have to remain tangible and understandable, as every entrepreneur who does not wish to neglect online media is planning to make a YouTube video, create a Facebook page, or set up a blog.  All these ideas are good as long as they fit into the overall brand communication strategy, but those who do not have content for online communications, should either create it quickly or completely rethink their venture. Keep in mind that the online consumer is a critical and well informed individual, who realizes very fast when he meets only empty words. Internet users are usually looking for added value; so a company that provides information online should keep it current, rich and consistent.

So if you want to create a YouTube video, ask yourself who should see this, with what benefit(s), and whether it is suited for viral distribution; if you want to launch a blog, then you should rely on specially prepared material, which follows an established editorial plan and reports on a daily basis; if you decide on a Facebook page, provide a variety of brand-related and target group relevant information. With such thought out approaches and offers, your audience will gladly be informed by you.

By Daniela La Marca