Everybody s talking about going digital. There are digital agencies springing up suddenly. Everything is going online and the consumer is spending much more time on the net. Logical solution = catch him on the net. There is an emphasis on use of social media to catch the consumer’s attention.
So, the questions:
- Will one of these digital media companies be the next JWT or Ogilvy?
- Is the world of communication making use of technology to better its service or are we re-looking at communication completely?
Clients say:
They are not sold. Communication online is a fantastic idea but not without the support of traditional advertising. They are more secure letting the old timers handle their brand. Online media is a great support system, but definitely not as a standalone. They believe that the social media and digital people are technologically sound but not so much on the branding front. Developing and strategising for a brand requires experience. They look at the digital media guys as people who provide ideas and take forward the concept devised by strategists. They lack the experience and expertise to become the strategists themselves. This is one reason why digital companies cannot take over advertising companies yet.
Can an Airtel or a Vodafone completely stop their outdoor and broadcast media and focus only on online media?
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