Digital agencies have to be the hottest item for marketers this summer!

  Summer Institute in Digital Media, Lisbon 
  Originally uploaded by riddle

Digital agency madness or…HOT!

According to the wonderful people at AC Nielson: “March 2008 marked one of the most significant turning points in the rapid evolution of Australia’s digital advertising industry. It was the month in which, for the first time, Australians began spending more time online they did watching television”

Today, Australians are spending around 13.7 hours a week surfing the web, compared with 13.3 hours watching TV.

You’d think everyman and his dog would be spring cleaning their advertising campaigns by adding sexy digital bling to give a smoother, revitalised and fresher-faced look?

In my experience, it’s fair to say many CEO’s and marketers believe digital agencies are exclusively to the rich and famous brands. How wrong they are!!!

They still think big is beautiful eagerly trying to connect with the largest amount of consumers at once by using traditional mass media channels like television, radio and print.

I’m not arguing for digital agencies over traditional advertising agencies or digital media over traditional media, I’m saying digital media should be added to the advertising mix.

Money talks and this year’s big spenders in digital media have conspicuously Sydney accents, perhaps fearful of being left behind, buying up our digital media goods in spectacular fashion.

Maybe the digital sceptics might be moved by market research coming out of the UK by Redshift Research, on behalf of Oxygen8 Communications.

Key findings:

• Digital media now accounts for almost 50% of daily media consumption and is the preferred medium for receiving marketing messages
• 41% of consumers chose the Internet as the medium they could not live without
• only 62% of TV is now watched in real-time
• 75% of the UK population rarely watch TV adverts when viewing recorded programmes

Looking at the US experience, modern use of digital media has opened up endless possibilities for both work and play, however in Australia, we have been cursed by the fundamental failure of business leaders, the media and advertising agencies to understand how to leverage the Internet.

My advice to any business owner, CEO or marketer (even competing advertising agencies) is give your brand a digital makeover before you get a ‘Liverpool Kiss’ from a hairy arsed competitor.

The digital evolution is not a change in technology…it’s a change in consumer and business behaviour!

Sexy and stylish isn’t strutting down the traditional media runway anymore, consumer behaviour has moved on. The discerning stylish brand will be wearing sexy digital bling this summer.

Are you wearing digital bling this summer? And don’t you hate the over use of the word – bling?

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