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The strategic fundamentals of mobile and social media channels complementing the role of Digital Out-of-home (DOOH)

Jared Pillai


Robust Marketing and Kifalme Africa Investments

Jared Pillai

Jared Pillai

28 August. 3 min read . Opinion

(Credit: Canal Walk, The Media Factory)

In today’s digital age, mobile and social media channels have become essential tools for businesses to connect with their target audience. With the upsurge of smartphones and the increasing popularity of social networking platforms, companies are continuously adapting their marketing strategies to harness the power of these online channels.

In the midst of this digital revolution, a particular form of advertising has arisen as a complementary force, bridging the divide between the virtual and physical – Digital Out-of-Home (DOOH). In this article, we’ll explore the strategic foundations of mobile and social media channels and investigate how DOOH can seamlessly complement these online platforms to establish an integrated marketing approach.


I. Mobile and Social Media Channels: The Backbone of Digital Marketing

Mobile and social media channels have revolutionised the way businesses connect with their audience. These channels offer essential strategic elements that seamlessly integrate into any marketing campaign:

  1. Extensive Reach: With billions of smartphone users worldwide and an ever-growing number of active social media users, mobile and social media channels provide businesses with an extensive reach, allowing them to connect with a global audience.
  1. Targeted Advertising: These channels boast powerful targeting capabilities, enabling businesses to segment their audience based on demographics, interests, behaviours, and other relevant factors. This precision targeting ensures that marketing messages reach the right people at the right time.
  2. Real-time Engagement: Mobile and social media channels facilitate instant interaction between businesses and their customers. Through features like comments, likes, shares, and direct messaging, brands can engage in meaningful conversations, gather feedback, and foster strong relationships with their audience.
  3. Data-driven Insights: These channels generate vast amounts of data that can be analysed to gain valuable insights into consumer behaviour, preferences, and trends. By leveraging this data, businesses can optimise their marketing efforts, refine their strategies, and enhance the overall customer experience.

II. The Emergence of Digital Out-of-Home (DOOH)

While mobile and social media channels dominate the digital landscape, DOOH has emerged as a potent offline advertising medium that complements these online channels effectively. DOOH refers to the use of digital displays, such as billboards, signage, and screens, to deliver dynamic and interactive advertising messages. In this section, we explore how DOOH enhances a brand’s marketing strategy:

  1. Enhanced Brand Visibility: DOOH provides high-impact visibility in public spaces where consumers spend a significant amount of time, like shopping centres, Gautrain stations, airports, and highways. By strategically placing digital displays in these locations, brands are able to increase their exposure and capture the attention of a broader audience.
  1. Contextual and Location-based Targeting: DOOH allows precise targeting by considering factors like the display’s physical location, time of day, and audience demographics. By delivering relevant content based on these contextual cues, DOOH ensures that the right message reaches the right people at the right place and time.
  1. Seamless Cross-channel Integration: DOOH seamlessly integrates with mobile and social media channels, creating a cohesive brand experience across multiple touchpoints. For example, a DOOH campaign can prompt viewers to engage with the brand through a social media hashtag or by scanning a QR code using their smartphones, thereby bridging the gap between the physical and digital realms.
  1. Dynamic and Interactive Content: Digital displays enable the delivery of dynamic, engaging, and interactive content that captures attention and leaves a lasting impression. Through features like motion graphics, augmented reality, and interactive touchscreens, DOOH enhances the customer experience and drives higher engagement.


III. The Power of Integrated Marketing

By merging the strengths of mobile and social media channels with DOOH, businesses can craft a powerful integrated marketing strategy. Here are the key benefits of taking such an approach:

  1. Increased Brand Awareness: The fusion of online and offline channels guarantees maximum brand exposure, resulting in heightened awareness among the target audience. Consistent messaging across multiple platforms aids in enhancing brand recall and recognition.
  1. Multi-channel Engagement: Integrating mobile, social media, and DOOH channels allows businesses to interact with customers across various touchpoints. This approach encourages deeper connections, fosters user-generated content, and amplifies the impact of marketing campaigns.
  1. Data Synergy: The combination of mobile, social media, and DOOH generates a wealth of data that can be leveraged to gain comprehensive insights into consumer behaviour and preferences. This cross-channel data synergy allows businesses to refine their targeting, personalise their messaging, and improve overall marketing effectiveness.
  1. Enhanced Customer Experience: An integrated marketing approach ensures a consistent and seamless customer experience throughout the buyer’s journey. By delivering a cohesive brand narrative across different channels, businesses can produce a unified and memorable experience for their audience.


In closing, mobile and social media channels serve as the foundation of digital marketing, providing extensive reach, precise targeting, real-time engagement, and data-driven insights. However, for a comprehensive marketing strategy, businesses should contemplate incorporating digital out-of-home (DOOH) advertising. DOOH enriches brand visibility, enables contextual targeting, integrates seamlessly with online channels, and delivers captivating and interactive content.

By harnessing the strategic essentials of both online and offline channels, businesses can forge an integrated marketing approach that optimises brand exposure, engages customers across various touchpoints, and achieves superior marketing outcomes in the digital era.

Jared has over a decade of experience in media strategy, media planning and media buying, across retail, finance and media globally; He has an unquenchable passion for technology and innovation. He has a track record of growing company’s profitability, increasing awareness, driving results and providing tangible management solutions to organisational challenges.