The digital media landscape is in a state of revolution at the moment, with advertisers, publishers and consumers all looking for a way to co-exist in a digital world that continues to evolve at a rapid pace. Matthew Arnold – recently appointed as Head of Media Strategy at leading digital agency, NATIVE – believes that understanding a consumer’s digital mindset is the key.
“If we want to communicate effectively with consumers within the digital environment we need to understand what interests them, what they find useful and what can add value to their daily lives,” he says, pointing out that digital media is shifting from an intrusive to an intrinsic approach requiring a good understanding of media, content and social strategy. “A great media strategy goes beyond the ability to reach a target market based on demographics and starts to address the consumer’s reason for visiting an online destination, in order to deliver an experience that provides value to both them and the advertiser.”
Matthew has five years of digital media experience including strategy, planning and buying across all digital channels. He has worked on a wide range of clients, advising on and developing digital media strategies for Nike, Nokia, Coca-Cola, Vodacom, Cell C, Red Bull, Estée Lauder and Unilever. He believes it is important to understand all aspects of media in order to be a great strategist and encourages up and coming strategists to fully immerse themselves in the medium.