Creating an online presence for a brand is becoming increasingly important for those trying to reach target consumers. Advertising and marketing is shifting towards digital platforms as opposed to more traditional platforms because of the simplicity of online, in addition to the growing number of consumers using social media and other digital platforms. Furthermore, digital marketing provides an increase in consumer information and analytics because everything done on multiple platforms can be analyzed with one program. The increase in information provided by these programs allows for targeted marketing campaigns that are specifically directed to a the target market of the brand.

Now all this information is awesome, but is it become too complex and overwhelming? This article Is Online Advertising Getting Too Complex? written in AdAge, they talk about how the increased information is causing too specific of campaigns and effectively reducing the success rate of those campaigns. Becoming too targeted because of information creates sylos for each component of a campaign and fails to create a synergy across all of the platforms. Effective campaigns are those that use the benefits of all platforms and uses it to make one impactful message, too much information causes marketers to lose sight of the overall message.

Do you think online strategy is coming to complex?