This post by Martha Henson is worth reading if you work in media in any format today, because whether you like it or not digital is part of what you do. Thanks to Storythings for the HT. Read the whole thing, I’m just going to pull this bit out:
Stop wasting money on digital projects if you aren’t prepared to promote them properly.
I’m serious. Do NOT embark on any digital project if you aren’t going to at least make a decent effort to tell people about it or otherwise figure out how people are going to see it.
If you are going to make an in-gallery app but only have room for a small piece of signage and no budget or space for print promotion, do not bother. If you are going to create a game and put it on your website and think maybe your organisation might be able to muster up a single tweet and facebook post about it, give up now. If you are creating an amazing interactive video experience but the entire budget is going on production and you’ve run out of money to market it, stop.
Source: Stop wasting money on digital projects if you aren’t prepared to promote them properly
One Size Fits One 
Good piece of advise