I start off a number of presentations on digital PA with this image, slyly trying to pre-empt the inevitable i.e. PA professionals who have made one (if not both) the following assumptions:
- Digital is a mass-market, spray and pray medium
- Knowing your audience makes it easy to reach them
In truth, digital is not a spray and pray medium, by any stretch: it can be highly targeted. Think targeted social advertising leading to content specific to a niche audience. And having every audience member’s email address or phone number won’t help if they’re Googling you rather than picking up the phone or reading your emails.