Strategy, Awareness, and Digital Media
Before this week’s lecture I thought of digital strategy as mostly picking the “right” platforms, examples being the choice of Instagram or TikTok, paid search or social, influencers or display ads. This assumption means digital strategy lives in the tools, and while that is important it’s not the case. After the lecture I realized that digital strategy is existent before any of this, starting with the people, not the platforms. And more specifically, it has to do with what people are aware of at any given time.
One of the biggest takeaways for me was the idea that marketing isn’t about technology, but instead people. Technology, as we all know, evolves quickly, but human behavior and decision-making patterns stay relatively consistent. This is why frameworks like Eugene Schwartz’s Breakthrough Advertising and the five levels of awareness are still relevant in today’s digital world. My understanding of digital strategy has changed in the way that I now see it as a plan of action based on limited resources, a clearly defined business goal, and research/information. Strategies exist because of the lack of a straightforward clear and direct solution. If one existed every campaign would succeed, and we know this isn’t the case. Digital strategy focuses on answering the “how” not so much the “where”, channels, tactics, and tools are all important decisions to be made but they come into play after, they aren’t the strategy themselves.
This is where awareness matters more than the channels. The five levels being unaware, problem, aware, solution aware, product aware, and most aware. These levels simply explain why one message is impossible to work for everyone. For unaware audiences of a new product the goal is not conversion/purchase, but rather education and engagement. At this stage content should spark curiosity with people using short/brief social content that introduces a problem without exactly selling it at that moment. This idea also connects to how the customer journey is not linear. Harvard Business Review explains that consumers move fluidly between stages of consideration, research, and decision making rather than following a straight funnel (https://hbr.org/data-visuals/2010/12/the-customer-decision-journey ).
As consumers move into problem/solution aware stages the messaging should shift to emphasize problems, benefits, and proof. This is important during the Zero Moment of Truth (ZMOT) stage, this is when people research, read reviews, and compare online options. According to Jim Lecinski, 78% of the U.S. internet users search online for product or service information before they make a purchase, making visibility and relevance during this phase critical (https://business.google.com/uk/think/marketing-strategies/zmot-why-it-matters-now-more-than-ever/ ).
A brand that I regularly interact with that also aligns well with awareness-based messaging in Starbucks. They rarely lead with aggressive selling, especially to broad audiences. Instead, most of their digital content focuses on lifestyle, routine, and emotional connection. Think about their cozy visuals, seasonal drinks and menu items, and the messaging focused on a daily ritual. This kind of content appeals to unaware or problem-aware consumers by associating Starbucks with comfort, productivity, and a small moment of joy rather than immediately pushing a purchase.
As consumers become more product-aware like downloading and using the Starbucks app the messaging becomes more direct and personalized. App users receive targeted offers, rewards reminders, and limited time promotions. These features are clearly designed for the most-aware customers who already know the brand and just need a reason to act. Starbucks uses channels like email, push notifications, and in-app messaging strategically to match the message to the consumers awareness level instead of relying on one size fits all advertising. This example reinforces my thoughts that strategy isn’t about being everywhere but instead saying the right thing at the right time.
Overall, this lecture helped me understand that digital strategy is not about chasing the trends and mastering every platform. It’s about intention, timing, and empathy. In today’s digital world awareness matters more than channels because it determines what brands should say, where they should say it, and when it actually makes sense to sell.
