It don’t mean a thing if it don’t mean a thing. Part 1
Couple of things about advertising/marketing via digital ‘channels’.
This will be a series of posts, possibly 10 as it’s a good number (maybe less, maybe more, we’ll see how it goes).
For those of us immersed in digital based communications (apologies for catch-all term but I can’t think of anything better) it’s second nature to strategise for digital around terms like interaction, relevance, advocacy, permission and engagement.
For others digital simply means things like display advertising, microsites, SEM and pre/post roll ads (or if you are feeling a bit more adventurous chuck in ‘viral’ video).
Many digital agencies simply turn above the line creative into banners.
They are missing the big opportunity.
We are supposed to be the ones who live and breathe this stuff.
The truth is that their clients (advertisers) are looking for leadership from their agencies. Particularly in understanding how people are using digital media. Because it’s the users themselves who are responsible for much of the innovation we see online.
Lets be clear on one point.
Online advertising was invented to serve the needs of media owners and sellers in order to monetise their spaces.
We have a duty to our paying clients to do the right things for them to solve their business problems not to solve media owners business problems.
