As I scroll down my twitter timeline I see the word "digital" pop-up on majority of the industry accounts I follow...which lead me to think...WHY DIGITAL, WHY NOW?
As of late digital and advertising have become two peas in a pod. One without the other doesn't seem to make sense. Driving down the main roads in metro areas you see billboards going digital, namely GOA, with a billboard that has at least 3 other advertisements on it - talk about maximising sales opportunities - and lets not start on the Twitter and Facebook craze, actually lets. Facebook and Twitter are free digital spaces for everyone! And it seems that small businesses are loving this, albeit without utilising it properly and having plenty of room for opportunity, and why wouldn't they? It reaches many, its cheap or free and provides you with the ultimate control on your brand.
Digital seems to be the most effective means of advertising, it is immediate, captivating and the most free-form -creatively speaking. It also serves as a great element in IMC strategies and hey it provides an interactive platform for the target market. What more could you want????
But will there be a point where digital joins the clutter crew? Will the initial intrigue disappear? Will the target market dismiss the message in all the advertising madness? And what will be done to avoid the impending doom? Only time will tell....
But why now? Well I guess it comes down to who is able to be the most innovative and experimental. It was only a matter of time until the digital world and the advertising worlds collided. The Lynx augmented reality strategy was a cracker! It opened the eyes and the mind of the target market, making the Lynx brand ever more edgy and maintaining their boundary pushing, loin invigorating and mind boggling messages.
So digital seems the way for the future, until it is overtaken by something fresher and newer. Until then lets embrace the digital race and make the best of a good thing.
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