Digital Marketing is an opportunity like no other, but there is not enough new thinking going on to match the new media. The innovation that is going on with Facebook and Google, in particular, is not being matched by those that are using the channels. The old school advertisers are trying to shoehorn their ads onto the new channels. Ads are being created for mass markets in a media world that rewards pinpoint targeting. Content is being created that looks like old school classified ads, or slide carts on the TV (I’m old remember).
At Navatalk we are developing new thinking to match the new marketing opportunities. The creativity of the old school needs to be channelled in different directions.
During my career, I have been involved in strategic planning and creativity. I have written many ads for TV, Radio, Press and Outdoor. Then I got into strategic planning. Realising that if you want to reduce the amount of litter, you need to give people ownership of the city. Understanding that a supermarket provides solutions for parents and house managers, not products. Facing up to the fact that tourists had a dim view of Northern Ireland in 2001, not trying to hide it.
This is not rocket science, but it is a developed skill. That is why I am now in digital because I looked at what the people wanted, rather than the businesses. I got in early. As a result, I have been thinking about digital for a number of years.
Now we are getting to the crux of it, with a deeper understanding of the potential and the opportunities.
Campaigns will take more time to build but will produce better returns. Targeting will mean that people will get more accurate messages that work for them. Scheduling will make the ads hit when the purchase is more likely.
Now the businesses that get it right are going to become the leaders. It used to be said that advertising was the last form of unfair competition, that a good ad campaign gave a brand an advantage. Now that advantage is in digital. If you take it up, you will win. If not, you will lose., It’s that simple.