getting engaged

There still seems to be issues between advertising and digital from where I'm sitting. Advertising people are playing catch up on digital skills as quick as they can, as that seems to be what their clients want. Digital people think advertising people still don't 'get it'.

I can't see this lasting much longer to tell you the truth. I think we need to get to a balance where digital isn't called digital anymore, it's just called engagement. Advertising people get engagement so won't need to have a chip on their shoulder. And digital people can start to think about things other than websites.

In turn I also think we'll get to a point where we'll all realise digital (or engagement) isn't going to save the world (just like not spending money isn't going to get us out of a recession). It's just one more piece of a jig-saw of communications. Telly and radio still work. The profiles in facebook and twitter of people that are on the telly and radio get hundreds of thousands of more followers than those that aren't. There's probably a reason for this. 

The people that succeed will be the people that get all of it and can tie it all up together in increasingly clever ways.

I'll leave you with Seth.

Comments

[james]

true dat.

asi had some interesting thoughts on the role of digital/engagement in the communications mix too: http://tinyurl.com/bcermu

for my money, it'll be interesting how "pre-engagement" advertising peeps really start to embrace turning their communication into "useful" ideas; digital platforms that allow people to express things and say stuff about themselves.

[ted at innocent]

Thanks James.

Some really interesting thoughts in that post and the things it links out to. Thanks for steering me towards it, got me thinking about some more stuff which is always good.