You're facing a client resistant to digital media platforms. How do you convince them to make the switch?

1 Understand Hesitation

To sway a client who is resistant to digital media platforms, first seek to understand their concerns. Perhaps they're worried about the complexity, lack of experience, or are simply accustomed to traditional media's tangibility. Listen actively and empathize with their position. This understanding forms the basis for a tailored argument that addresses specific fears and demonstrates how digital platforms can complement and enhance their existing marketing strategies.

2 Highlight Advantages

Once you understand your client's reservations, highlight the advantages of digital media. Explain how it allows for targeted advertising , enabling them to reach their desired audience more effectively. Emphasize the interactivity of digital platforms, which fosters greater engagement with potential customers. Also, point out the real-time analytics available, which can help in making informed decisions to optimize their campaigns and increase ROI.

3 Showcase Flexibility

Digital media's flexibility is a significant selling point. Illustrate to your client how digital campaigns can be adjusted on the fly , allowing for quick responses to market trends or consumer feedback. Unlike traditional media, which often requires long lead times and fixed content, digital platforms offer the ability to tweak messaging, target different audiences, and experiment with creative approaches without substantial additional costs.

4 Address ROI Concerns

Clients are often concerned about the return on investment (ROI) when it comes to new advertising channels. Address this head-on by explaining how digital media can be more cost-effective than traditional media. With advanced targeting capabilities and the ability to scale campaigns according to budget and performance, digital platforms can provide a more efficient use of advertising spend with measurable results.

5 Provide Education

Resistance to change can stem from a lack of knowledge. Offer to educate your client about digital media platforms through workshops or one-on-one sessions. Break down the technical jargon and make the digital landscape more accessible. By building their confidence in understanding how digital platforms work, you empower them to make informed decisions and take ownership of their digital strategy.

6 Suggest a Test Run

Finally, suggest a low-risk test run on a digital platform to demonstrate its effectiveness. Propose a pilot campaign with clear objectives and measurable outcomes. This hands-on experience can alleviate fears as clients witness firsthand the benefits of digital advertising, such as increased engagement and actionable data insights . A successful test can serve as a powerful testament to the potential of digital media.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?