Digital – You’re Doing It Wrong

Digital – You’re Doing It Wrong
SHARE
THIS



Written by Mike Barry, Creative Director, The White Agency

Recently, we (The White Agency) were excited to take part in The Live Pitch at the 2014 Mumbrella360 Conference.

We had a few weeks to tackle a joint brief from Screen Australia and Tourism Australia that challenged us to use Australian Film and TV to promote Australia as a tourism destination. On the day, with a Creative Agency, a Digital Agency (Go White!), A PR Agency and a Data Agency all in the mix, a controversial premise emerged in which the panel, and the audience, were challenged to choose not only the best idea, but also the best “channel”. Which was interesting. Because, as I pointed out during our Pitch, when used properly, digital is a lot more than simply a “channel”. Once you understand what digital really is, you’ll realise it’s not something you – as a brand, a client or an agency – get to choose. It’s been chosen for you, by consumers (also known as people) who use it to do what they want, when they want, wherever they want. So if you want to use digital properly, the question simply becomes “What do people want?” Banner ads? Hashtags? Snappy taglines? ‘Branded content’? Ads in their Facebook feed? High involvement immersive web experiences that are actually just trying to sell them something? Those things, if we’re really honest with ourselves, are often the answer to a different question: “What does the client want people to want?” or even “What does the agency want people to want?” In the end, what people actually want is something that makes their life better, or easier, or less of a hassle. Something of genuine value. That’s the kind of idea we presented at The Live Pitch, and it’s the kind of work we strive to do all the time at White. It takes a lot of work, a lot of thought, a lot of research, and it means we have to keep asking ourselves, and our clients, the same two questions:

  1. “What does the audience want?”
  2. “How can we use digital to give it to them?”

Because digital is not about what you want your audience to want, it’s about what they actually want. If your digital agency isn’t continually telling you that: iii.   “Why not?”

Please login with linkedin to comment

APG Presents Live Pitch Major League Baseball Music Streaming RTB Screen Australia Sotfball Campbelltown Inc.

Latest News

Change Your Plans. Your Audience Already Did
  • Opinion

Change Your Plans. Your Audience Already Did

Is it too early to start planning your holiday campaigns? Definitely not, argues Pinterest CMO Andréa Mallard in this piece. Brands love reaching their most passionate customers. As a former retail CMO myself, I get it. When you reach early planners, you reach the CEOs of the household—an audience that buys and spends more. Reach […]

Opinion

by B&T Magazine

B&T Magazine
The Key To Understanding Your Competitors
  • Opinion

The Key To Understanding Your Competitors

Do you love to prank call your competitors in a phoney Turkmenistan accent? Well, there's some top tips here for you.

Opinion

by B&T Magazine

B&T Magazine
Stateside Sports Selects Emarsys For CDP Technology
  • Technology

Stateside Sports Selects Emarsys For CDP Technology

Stateside Sports, Australia’s home of United States sports lifestyle, has partnered with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, as it looks to double its customer database and retail presence within the next two years.