Digital Strategy Do’s and Don’ts

Two weeks ago, I had the pleasure of attending Christian Music Broadcasters’ Momentum Summit in Charlotte. At the Digital Summit, I presented “Digital Strategy Do’s and Don’ts”, highlighting some of the lessons we’ve learned alongside our clients over the years as they have moved into the digital space. I was thrilled that so many attendees stuck around after the session to ask questions and share some of their experiences and ideas.

Here are some of the best practices we discussed in the session:

The most important rule of digital strategy: Have a digital strategy. We need to meet consumers where they are, and we are constantly reminded that they are spending less and less time with AM/FM and more time with digital offerings. Now is not the time to practice digital avoidance.

Stay on top of any publicly available data about consumption trends. This may seem obvious, but it’s imperative that you know what media your listeners are spending time with when they aren’t with you. It’s also important to know when new trends emerge so you can adjust your digital strategy as needed.

Be an Outside Thinker when it comes to your digital offerings and digital strategy. If you have spent any time around someone from Coleman Insights, you have probably heard us talk about Inside vs. Outside Thinking. Inside Thinkers have a hard time thinking about their brand, images, and content from the perspective of consumers or potential consumers—they let themselves get too mired in the details. Outside Thinkers, on the other hand, make a point of viewing their content and brand through the lens of the consumer.

While Inside Thinkers may believe that listeners care deeply about their entertainment options, pay close attention to them, and can be easily manipulated, Outside Thinkers don’t subscribe to these beliefs. They recognize that consumers have a lot going on in their lives and they don’t care deeply about their radio stations and other entertainment options. Outside Thinkers also consider that they are not just competing with other radio stations and audio offerings. Use Outside Thinking when developing and implementing your digital strategy.

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