The year was 1997:
My dad walked into our kitchen and brought a thin piece of purple metal with him. He unplugged the (land-line) phone from the jack in the wall, and instead plugged this device in it’s place. I watched him boot up his brand-new Sony Vaio laptop. When he opened the lid, this sound came from the computer.
My life was changed.
This scene was my first foray into the digital space, and I’ve been obsessed since.
During the 90’s average people all over the world were having experiences like mine. People were gathering first impressions of what these interesting devices could do, while having no real cognizance of the potential surrounding these powerful boxes of sound and lights.
That time has past.
Digital is no longer a new fad or a innovative idea. In fact, a lack of presence digitally is sooner associated with non-existence than it is with being on the “cutting edge” of a product, service, or idea. We’re living in the post-digital era.
The new darling of the business ball is data. Data drives decisions, confirms suspicions, and proves value to customers. This article from Advertising Age speaks exactly to this point.
My current agency is owned by a traditional media holding company. In all transparency, I was put off by this when first introduced to the idea. Why be a part of something antiquated and tired like traditional media when the “future is digital!”?
(New is great. Just don’t forget what paved the way originally.
Photo Credit: http://www.sikids.com/)
Now, I understand the truth: every digital agency ought to be tied to some traditional media partner. Why? Because, data.
Your customers deserve to have the access and visibility in the market that can only truly come through the vaults of data that traditional media companies can offer. We, as marketers, need to be tapping to the rich repository of information that can only come through the medium of traditional media. In the end, it’s going to benefit your customers and you.
I’ll give you one example as conclusion. Recently, I had a prospective brand who needed to understand the significance of product placement in a retail environment and the correlation of that placement against advertising in the digital space.
My response was, “Are you kidding me?!?” Classy, I know.
After taking some time to talk to some of the folks in our holding company’s traditional segment, we were able to draw some strong conclusions based on the data they had collected over the years in combination with the current trends happening in digital today.
Big win. For us, for our customers, and in the end, for humanity. How are you using data? Do your customers expect it to be incorporated to your solutions? Let me know!