The digital middle

(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.

7 responses to “The digital middle

  1. Nice one Vinny. A common sense response and I love the ‘live in the present’ sentiment. What’s the point of fretting about things yet to come? Btw, I’m moving to NZ next month – another advertising culture to embrace! Cheers, Phil.

    • really phil? that sounds great. hobbitland!

      i personally think emigrating is the best thing an advertising creative can do. you INSTANTLY and automatically have a different take on everything in the culture you work in.

  2. Nice one Vinny. I hope it helps – there’s always that initial nervousness! They’re filming The Hobbit over there at the moment – I might have to go and have a nose around and see if I can spy any thieving Bagginses.

  3. Congrats, Phil. In my book, a dream come true! Can I carry your bags?

  4. Thank-you Rob. Of course you can come, though only if you agree to come up with loads of great ideas that I can claim the credit for :)

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s