While we know that traditional media has been struggling to find out what will work in the digital world, one company that analyzed a number of their campaigns says that they aren't making full use of what they have to make it work at a high level.
Whe 360i looked at 35 TV networks, 35 network television shows, and 35 top cable television shows during the first quarter of 2007, they found that a minimum of 80 percent used blogs audio podcasts, mobile extensions and email alerts as part of their digital strategies.
The key problem, according to 360i, is their inability to integrate all that they're doing, rather than the lack of adopting the different platforms.
"Marketers typically run social media campaigns as separate entities, and often social networks, blogs, mobile marketing, and other channels are run by different people or groups," said 360i's director of emerging media David Berkowitz. "What's clear from these results is that marketers must learn to connect the channels so that the sum is greater than each of its parts."
One example that Berkowitz used was that many have created MySpace pages devoted to an exclusive television series, but they fail to connect that to other digital platforms that could offer the visitors other avenues to explore their favorite TV series or shows.
Berkowitz added that "When all the channels are connected, it will be easier for consumers to navigate through the entire campaign and remain engaged with the brand."
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