How To Think Digital

Led by: Simon Silvester, Y&R/Wunderman Europe and Christiane zu Salm, About Change Venture

Digital media are all around us, and take an increasing share of consumer attention. But big advertisers still spend most of their money on TV. ‘It’s just inertia’ say many people. ‘Digital is growing.’

But the issue goes deeper than that. Marketers don’t like digital because it doesn’t deliver the ‘big numbers’. It doesn’t deliver ‘image shifts’. It doesn’t make their brands ‘famous’. In short, it doesn’t do any of what they think of as ‘marketing’.

But ‘marketing’ is no objective standard of how to succeed. It is not an age-old discipline – it was a child of the TV age, invented in 1960 when TV was new, cheap and exciting. Marketers didn’t choose TV as their favorite new medium. Marketing was invented to explain the effects of cheap TV.

Today the time has come to move marketing budgets to digital. But first marketers need to clean forty years of marketing and other prejudices out of their brains...

This discussion is about how we help them do that.

The discussion will include demonstrations and case histories of how social networking, mobile phones and instant messaging are all connected together in South Korea, courtesy of 24/7 Real Media's Sooyoung Choi. Prepare to have your mind blown.

Add your name (and home country) here to join this discussion: