Digital media has come a long way. Today it represents fifteen to twenty percent of all advertising dollars and will continue to grow, albeit at a slower rate, but still outpacing traditional media growth.
As traditional or “analog” media converges with digital media, we will see the need for agencies and marketers to take a hard look at their media investment strategies. Actual measures of performance and accountability will rein where AC Nielsen program ratings and pass-along readership were the hard currency for “projected” delivery.
But in order to best take advantage of both worlds, it will be necessary to sink the digital island. Why?
I recently attended a meeting at a digital agency where digital strategies flowed like the Euphrates. Following two hours of digital discourse I could not contain myself any longer.
Yes, the digital world is growing. It’s sexy and it’s bold and new and promises a rosy future. But …. eighty to eighty-five percent of the world’s media is NOT digital. If you want to make an impact in that world, you need to reach out and understand the analog space. Today it drives your business…. digital does not drive theirs.
There has long been a disconnect between these two worlds. If both are to grow, they need to collide and become one. This makes it difficult for agencies steeped in tradition to accommodate change. Staffing resources that can play in both worlds are limited. And the vision to make it one world is not easily articulated.
My mission is to sink that digital island and bring its people back to the mainland.