Digital media is taking a more strategic role...

Digital media is taking a more strategic role in integrated campaigns at all levels.

It is a fragmented market which at best grazes on media, so the opportunity to engage at point of impact is critical. Focus has to be placed on what the individual consumer wants at a particular time, and this is increasingly from the digital medium. We should be looking to use all channels to push ideas… engaging with consumers… then using the whole media mix to pull them in.

Appreciating the needs of the audience is critical to building effective experiences. We need to immerse ourselves in our audience's world to understand their motivations, interests, likes and dislikes.

We have to engage customers or we will lose them. We have to be inclusive and not exclusive with our experiences. We have to understand that today’s consumers own the interactive space, that they have become their own creators, collectors, editors, distributors, broadcasters and community builders. We need to treat them with respect, engaging and stimulating them with creative that involves them, and which builds long-term relationships.