“THE DIGITAL AGENCY GENERATION”

Written by David Moffatt, Managing Director, HelloComputer, January 2010:

The seismic shift taking place in the communications industry is well documented. As is the number of traditional agencies attempting to bridle the interest in digital media characterized by a critical shift in how consumers consume media. The coup de tat is being staged by various digital channels, platforms, devices and phenomena.

With so much in common with the traditional success factors that measure advertising, why are traditional brand agencies not dominating the digital arena? Indeed, the principles that have sustained marketing and advertising since the genesis of the communications industry are still completely relevant in digital. Successful advertising builds brands and persuades purchasing behavior. There has been an emergence of brand strategists operating strictly in the digital realm - an ever expanding universe - so where do the differences in approach exist?

Certainly one of the distinctions is that the digital channel offers more than the simple delivery of content. For one thing, two-way communication is not only possible but interactivity is further enhanced by the ability to stimulate an immediate purchase, and offer immediate metrics that measure delivery. Direct marketing on steroids if you will - because a dialogue and interaction is possible. It is this dialogue supported by social media platforms that has completely empowered consumers. Client willing, many of HelloComputer’s campaign orientated microsites and websites, feature multiple social media for users to share, comment, post and engage with the brand - www.backyardseries.tv and www.justchill.co.za.

However the elixir pushing digital ideas into the spotlight over the traditional heavyweight that was television is the Internets scale and unique ability to bond human beings. As you might know Facebook alone had 150 million registered users by February 2009 and a year later more than 250 million registered users. For an idea or brand message to gain momentum it has to offer truth, social relevance and value to consumers or they will simply turn their back on it. Brand equity can easily be compromised through negative commenting, blogging, sharing and tweets. The upside for brands is that the scale of the Internet and its facilitation of ‘word of mouth’ means that brands can be built in record speed. Human kind is faced with the greatest expressive capability of all time. Consider names like Google and You Tube, which did not exist 15 years ago but are now a global phenomenon.

Users also have selective attention. They can choose to interact with your brand or shut you out. This is a challenge for traditional strategic thinkers who are accustomed to the ‘interruption culture’ that bombards people with brand messaging.  Digital media is not simply message-driven communication, but more of an invitation to play, interact and grow a brands message. Your brand will only succeed with social traction and personal endorsement.

That said, a captivating communications concept will translate to any medium. But its application naturally should take advantage of each medium’s idiosyncrasy. Bringing creative to life online is a complex procedure that faces many critical challenges. Technology, in HelloComputer’s opinion, should always be the slave to creative concept, delivering a message to the right audience in the most appropriate manner.

Most traditional agencies have not invested sufficient time and resources in developing digital businesses. Erudition in brand strategy on the other hand may be a relatively easier skill to acquire giving fuel to the debate that digital marketing agencies may own the client advertising relationships of the future.

David Moffatt is the Managing Director of the award-winning digital marketing agency, HelloComputer. For more from the world of HelloComputer and their recent account gains, please visit www.hellocomputer.com.