(inspired by a post at Ben Kay’s stimulating blog) The past decade has seen much thumb twiddling and huffing and puffing over the role of “digital” in advertising.
At various points it was supposed to lead to the end of advertising and then it was the best thing to ever happen to advertising.
Traditional agencies got beaten about the head for not “getting” digital. And now digital agencies are getting beaten about the head for not “getting” advertising and marketing and being code monkeys who can’t sell things.
We at The Escape Pod got heartily sick of all this blather years ago. So we decided to live in the present and see how that went.
Like everyone else we too were momentarily distracted by the latest digital baubles. Remember when “widgets” were going to take the world by storm? Embarrassingly, we do.
Now that digital is something that is part of our everyday lives and something that permeates our real lives its role for marketers is becoming clearer.
One of my pet peeves all along has been the self appointed digital guru/ninja/savant/ fancy glasses sporting fop in three hundred dollar jeans. These people are usually ‘self-appointed’ because nobody in their right mind would appoint them to anything. Rant over!
So i’m not going to conclude this blog post with a top ten tips to digital anything.
But i will say this. Above all else experience is what matters in the digital arena. just like anything else.
I remember feeling similarly annoyed at the “experts” who would happily lecture on the elements necessary to create a winning super bowl commercial. Despite never actually having written one themselves.
Nothing is ever as daunting as it seems once you start doing it.
For a few years there was a whole cottage industry devoted to creating anxiety about “digital” in marketing and advertising folks who didn’t know any better.
Hopefully that industry’s day is done. We all get it now. It’s like using the phone. Or breathing.