We recently had a brief for a campaign where the target demographic was described as pretty much everyone. In the past we might have had a chuckle and thought the client was barking mad or didn’t have any research to go on.

But just occasionally there are brands that are all pervasive and they have budgets that aren’t. So how do you manage that kind of challenge?

Well the beauty of digital is that just about every section of society is engaged with the Internet in one way or another; whether it’s for entertainment, researching, transacting, banking, gaming or living vicariously (is that a word) through social networks and the likes.

It means we have a potential route to engage with everyone through a whole variety of means all on one connected medium.

We all know about social computing, the Internet as the hub of participatory media, but it is the behaviour driving this as well as more traditional use that brands have to adapt to.

By using multiple approaches that take into account modal differences in use but are complimentary in their messaging it’s possible to reach an increasingly complex and wide-ranging target group.

Each and every element of digital marketing or advertising has its place, but if you want to take real advantage of the potential reach offered by the medium you have to appeal to the way different groups make use of it.

An integrated digital approach is our answer; don’t be scared of different executions and even subtle differences in messaging. The medium means you are no longer limited to one route, so why live in the past when your audience aren’t? Especially when that audience are increasingly interacting with brands in different ways.

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