'Since the creation of the internet, we are all now part of the global market. The hopeful result of a successful digital activation effort is sometimes clicks, sometimes engagements, sometimes leads and oftentimes sales. Digital activation efforts are how we remind our customers that the brand is authentic while meeting them in the places where they do their research and make decisions. As a result, we essentially interact in a virtual world with most brands. Why is Digital Activation Important?ĭigital activation is critical because the way we deal with modern customers has evolved. Once you've built your media strategy, prepared your content, determined campaign goals, set up your media tools, and trained your team, you need someone to push 'go' on your campaign. It comes only after you've laid all the groundwork. To us, digital activation is, ultimately, the act of pressing 'go' on a digital advertising campaign. In 2021, digital marketing spending increased by 15.8%, while traditional marketing spending only saw a 1.4% gain ( Statista, 2022).

Accelerated by the COVID-19 Pandemic, traditional marketing practices continue to see less growth while the world of digital is growing quicker than ever. The term digital activation has been growing in popularity over the last few years.

They need to adapt and switch up their strategy from more traditional to digital media, in order to keep up with their new progressive target audiences.' - David Myers, Account Manager at Pathlabs 'With potential customers being younger and more advanced in the digital landscape, brands and agencies must be more agile in their digital platform selection.