Comments on: Digital Lethargy http://thecommunicationsroom.com/2008/07/01/digital-lethargy/ observing stuff // planning things Wed, 16 Dec 2009 03:02:07 +0000 http://wordpress.com/ hourly 1 By: Will http://thecommunicationsroom.com/2008/07/01/digital-lethargy/#comment-57 Will Thu, 24 Jul 2008 10:36:06 +0000 http://carlmoggy.wordpress.com/2008/07/01/digital-lethargy/#comment-57 "Perhaps there is a market for a digital, come experiential, come PR agency?" Precisely. Answered your own question, IMO. Been thinking about this myself - the answer isn't always advertising. “Perhaps there is a market for a digital, come experiential, come PR agency?”

Precisely. Answered your own question, IMO. Been thinking about this myself – the answer isn’t always advertising.

]]> By: Gavin Heaton http://thecommunicationsroom.com/2008/07/01/digital-lethargy/#comment-50 Gavin Heaton Wed, 09 Jul 2008 05:19:43 +0000 http://carlmoggy.wordpress.com/2008/07/01/digital-lethargy/#comment-50 Indeed we did, Carl! We'll be down there again this week if you care to stop by ;) Indeed we did, Carl! We’ll be down there again this week if you care to stop by ;)

]]> By: Carl http://thecommunicationsroom.com/2008/07/01/digital-lethargy/#comment-49 Carl Wed, 02 Jul 2008 07:22:00 +0000 http://carlmoggy.wordpress.com/2008/07/01/digital-lethargy/#comment-49 Cheers Gavin thanks for stopping by. I think we briefly met a couple of weeks ago at the coffee morning. I will try and get myself down there again soon. Cheers Gavin thanks for stopping by. I think we briefly met a couple of weeks ago at the coffee morning. I will try and get myself down there again soon.

]]> By: Gavin Heaton http://thecommunicationsroom.com/2008/07/01/digital-lethargy/#comment-48 Gavin Heaton Wed, 02 Jul 2008 03:19:00 +0000 http://carlmoggy.wordpress.com/2008/07/01/digital-lethargy/#comment-48 Good rant, Carl! The insight is true ... the lager drinking audience are online. It makes sense to activate the brand online. The problem is, is that this insight is likely to originate with a non-digital agency or planning team.<br/><br/>For me, the important correlation is between the audience and their likely level of adoption and conversion. Simply because this audience is used to engaging online makes digital strategy imperative -- after all, this is fundamental to the Getup approach. But you are right, it needs to go further. There needs to be an impact. It needs to be about linking emotionally to an outcome -- a win-win for the brand, the business and the audience.<br/><br/>Until digital planners/agencies understand this, they will be relegated to tactical execution and mechanics. Good rant, Carl! The insight is true … the lager drinking audience are online. It makes sense to activate the brand online. The problem is, is that this insight is likely to originate with a non-digital agency or planning team.

For me, the important correlation is between the audience and their likely level of adoption and conversion. Simply because this audience is used to engaging online makes digital strategy imperative — after all, this is fundamental to the Getup approach. But you are right, it needs to go further. There needs to be an impact. It needs to be about linking emotionally to an outcome — a win-win for the brand, the business and the audience.

Until digital planners/agencies understand this, they will be relegated to tactical execution and mechanics.

]]>