Blinkered About Digital?- Why the true potential of digital might never be reached -

Next Steps / Questions …First Things First …

I’m 38

I work in advertising

I don’t even know what HTML stands for, let alone how to use it

I believe a lot of digital advocates are as prejudiced & short sighted as the guys in adland

Saying that, you need to know I’m a big fan of digital …[Boo.com / Musings Of An Opinionated Sod / Human_2 / Google]

And you’re in much better

shape than the average

multinational ad agency

…[They think putting an ad on Youtube or starting a

Facebook group is digital marketing]

Digital DNA[Social, cultural, economic, behavioral, relationship and geographical impact]

Japanese places

•

Digital has changed the way relationships are formed and maintained …[It’s no longer about location, it’s about niche interests]

Digital has changed the way we communicate … [We can now remain in continual contact with those who are the most important to us]

Digital has changed the way we look at the world and how we view our place in the world …[Social, cultural and geographical equality]

[Has helped Asia feel part of the global village, not the local village]

Digital has changed the way we behave …[The ability to tell the World how you feel / what you think – with unprecedented power, freedom and impact]

[Obama’s election campaign]

Digital has changed what we want interms of ad creativity …

However, for every positive reaction, there are equal negative reactions ...

Our job is to attract customers to our brand [rather than a competitors]

and fulfill on-going business needs and goals.

The digital dilemma ://

1// Paris Hilton has more depth than most digital campaigns.2// Digital only respects digital

3// Digital can only solves problems via digital

4// Digital is always trying to outdo themselves

5// Digital rarely understands the power of emotion & tone6// Money Vs Engagement

Living The Hype ...

Trust is the single most important word in the advertising language.

Brand experience beats brand position.[Or said another way, brands that prove they mean what they say beat brands who just say it.

Companies who never stop fighting for customer loyalty, win]

Tone & emotion are as important as placement.[That doesn’t mean every idea has to be executed as if you’re trying to talk to a frat house audience]

Next Steps / Questions …Look for culture and life insights, not just category or media.

Don’t get lost in the ego.

example

Viral is not a business strategy ...

PLAY>

Marketing is not about an execution, it’s about a potent idea that can grow and go anywhere, solving specific business problems[It’s not about putting the equivalent of a TV or print ad online]

Just A Little Reminder …Digital is an incredibly powerful medium, but if marketing communication is not focused on solving specific business problems, it could go the way of traditional advertising.

Treating digital as an all encompassing medium may be great financially but is ultimately undermining the potential success for a client and the longer term prosperity of the medium.

The internet has influenced an ‘instant gratification society’, however people have multiple emotions and these should be explored to help digital evolve and demonstrate its ultimate power beyond just ‘youth audiences’

Insight is the key to helping drive great ideas, creativity and effectiveness and looking beyond people’s online and category habits can lead to powerful work and true differentiation.

[Any digital planners out there should go and spend a few weeks meeting people in the real Word, not just online]

The traditional ad industry owes you all a great deal of gratitude for almost single handedly bringing creativity back into corporate importance … but they have a few things you could learn from them too. Well, some of them!

Questions …[Be quick, I’m bound to have run over time]

All pictures from Getty Images