As marketeers it's true that there is an ever-increasing pressure to keep your brand at the forefront of digital innovations. A new social media channel seems to appear every week and brands rush to capture this 'new' audience. However does this result in brands forgetting and neglecting their target demographics?

Channels such as Snapchat have captured the millennial audience and have now offered brands the chance to create their own Snapchat filters to engage this youth demographic. Whilst this may target one of a brands audience segments, it would be easy for a marketing team to spend their whole budget on this digital marketing channel and then later realise that this expenditure had only targeted 10% of its audiences.

Marketers need to not fall foul to putting a desire to have a presence on new digital channels first before analysing which of their audiences it will target; if indeed any. For example a children's cereal brand may be able to create the coolest new snapchat filter with cereal and cereal box toys circling around the user's head. However as the mothers who purchase the cereal are less likely to be present on snapchat, this would not generate the ROI that this brand would hope to gain from this activity.

Flora ProActiv is a brand that have recongised the needs and wants of their slightly older demographic. They have understood that providing health information on their website, as well as information on how Flora ProActiv will support a healthy lifestyle, is the most successful way to make their target audience convert. They then choose to have a presence on social media channels where their audiences are the most active, rather than spreading themselves thinly across all channels.

Digital innovation can bring about amazing and exciting prospects for marketers. However, unless you have properly analysed how this innovation will help you relay your key messages to your target audiences before you start, you are likely to be wasting a lot of your time and money.