Ensuring Efficiency in Traditional Digital Channels

Dave Squires, RPM's Head of Digital, believes that when it comes to new technology, effectiveness lies in the old and not necessarily the new....

When it comes to exploring new technologies, it's often the case that clients will push to come up with the next idea, when actually less detail is paid to perfecting the basics, leading to a flawed campaign.

We’re all guilty of getting caught up in the ‘what’s next’ culture without stopping to actually review the traditional technology channels and the benefits they have. What clients tend to forget is that a lot of the traditional methods and channels, the tried and tested ones, are actually the most effective.

When looking at mobile solutions, for example, instead of thinking about apps or QR codes, a channel as basic as a text message is probably the most effective means of communication through mobile. This makes sense. People have more access to text messages than anything else. QR codes are good, but they’re not as easily accessible and ultimately not as recognised nor understood as a text.

In terms of RPM's Digital department, this is how we get results. If you’re trying to promote a sound digital offering and a serious digital offering at that, I think reconsidering these older methods puts you in a great position; it shows you’ve got the confidence to pull yourself back from all these new technologies that don’t actually do anything in terms of building a community. It’s important to remember not to use new technology for the sake of it, and think about what the consumer wants.