DIGITAL SHOWS TRADITIONAL ITS DIGIT

Tuesday, December 11, 2007

In Experience Matters, David Armano, VP Experience Design at Critical Mass, suggests that advertising agencies are in peril because they haven’t reconfigured their ‘advertisement factories’ to deal with the new realities of the digital age.

His position is that, unlike print or broadcast, digital isn’t a channel, it’s a lifestyle. The implication is that digital agencies are better equipped to thrive as their billing models aren’t dependent upon massive media buys.

That may well be, but digital shops dedicated to the construction of websites for their clients may be just as unprepared for what’s coming.

The behaviour patterns of users argues that the new technology liberates a consumer from the tyranny of the dictated ‘brand message’. Bill Bernbach long ago stated that, “Word of mouth is the best medium of all”. It seems that customers are taking him at his word — given that at least half of all purchase decisions are made without a single visit to a manufacturers’ website. Instead, users are exploiting their freedom to choose their own sources of information about what to buy and why.

In a previous discussion with Mr. Armano, he stated a big weakness for traditional agencies is that “they have not moved beyond focus groups and trends.”

I would, and did, argue that that could change in a single day. The real advantage for traditional agencies creatively is that they are not beholden to any single channel or technology. Most employ teams to conjure solutions to business problems. Sure, these solutions have typically been print campaigns plus the occasional 30-second TV or radio spot. But the agency doesn’t produce these. Photographers, cinematographers, directors, editors, are all sub-contracted. Whereas, digital agencies employ web designers, developers, etc. Which means any solution to any business problem will invariably include a microsite or, at least, an e-banner.

Of course, writers and art directors from traditional backgrounds have been trained to create traditional ads. But it isn’t logical to conclude that that’s all they are capable of. Of paramount interest to every decent client, employer or partner I’ve ever worked with is the idea.

Digital technology simply offers alternative canvases upon which to manifest these ideas. But not the only ones. (Chalk on a sidewalk can be compelling. And cheap.)

From now, an idea that offers more than minimal value will be what matters most. Because now that consumers have the freedom to choose where to get their information — if even they feel like looking at all — it’s never been simpler to disregard what doesn’t engage them.

Stated in the clumsiest, addiest possible way: No matter where they’re at, ideas are really where it’s at.