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The Big Idea in Digital

Date Added: September 08, 2009 08:37:44 PM
Author: James Mason
Category: Computers & Internet: Internet Marketing

The Big Idea in Digital Advertising used to be about the Big Idea. Sitting a bunch of creatives in a room and working out the next big advertising concept. Once broken down to its simplest expression this message would be distributed globally across all channels of communication from within the agency. But with the advent of digital, the big idea hasn’t worked quite as well, or should I say, there’s not as much need for it.

Now brands have 24/7 global access to consumers and can open up an entirely new conversation. There’s no limit to communication, no 30 second timer. What has changed though is the consumer. Today’s consumer is more savvy and engaged than ever. Plonking an ad in front of the consumer’s computer screen isn’t going to work. Where advertising used to be about interruption it has now become about entertaining.

To open a discussion with the consumer the agency needs to research and entertain them. They have two essential tools at their disposal: multimedia and technology. By combining the two and creating rich functional engaging applications, brands have a much better chance of communicating their message. The richer and engaging the experience, the more likely the chances of viral success for the campaign.

Written by James Mason, Director of  Toshiedo.
Toshiedo is a Web Design Company based in Sydney.Visit http://www.toshiedo.com.au.