It’s a changing world

It’s a changing world.

Today’s consumers are being bombarded with messages from an ever-growing number of brands, via an ever-growing number of channels, but understanding and using these channels is more challenging, and more interesting than ever.

So what does this mean? Well, we need to embrace this new model of communication and interaction. We are going through a period of rapid transformation and it is difficult to predict what will happen in the future. But if you look around, change is everywhere not just in the way we communicate.

Consumers no longer view brands through the prism of traditional channels. Instead they use a complement of channels that help to inform their choices. Digital has radically shifted and shaped the way we interact and communicate with one another.

The emergence of digital technologies has changed who is in control of information, experience, and resources. There is a blurring of the distinction between the creative (content) and the media (the delivery of this content). The new consumer is empowered and in control. They have turned from a user into a creator and distributor of content, in partnership with the media they consume.

Digital is about creating experiences which are focused and entertaining, all stemming from a unique balance of creativity, technology, and human interaction.

As more people choose to communicate with each other digitally, we are finding that the demand for these services continues to grow and evolve – changing the way that brands communicate with their customers, changing the way that consumers, in turn, respond, and changing the way that customers talk to each other about brands.

It really is a changing world.

What is digital about in our business?

I often get asked about digital – who we are, what we do, how we do it, etc. etc.

Well, to summaries, I see digital as a diverse mix of individuals with different experience and knowledge, who are all focused on one thing; engaging people via digital media.

We are about the creation of strategic and creative interactive experiences, and producing effective communications based on powerful insights.

We are about crafting immersive and measurable dialogue and relationships, from consumer-centric yet dynamically focused products.

And more importantly, we are about creating engaging innovative solutions within any digital channel.

What do we mean by “Digital”?

So what do we mean by “Digital”? Well, until the 1980's media relied primarily upon print and analog broadcast models, such as those of television and radio. The last 25 years however has seen a rapid transformation into media which is based upon the use of digital channels, such as the Internet. The idea of “digital” therefore captures both:

1. The development of unique forms of digital media
2. The remaking of more traditional media forms adopting and adapting to the new media technologies

We are witnessing the evolution of a universal interconnected network of communications that blurs the distinction between:

1. Interpersonal and mass communication
2. Public and private communication

But what counts as “digital” is often debated, and is dependent on the definitions used. I think digital can be defined as; “communication technologies that enable or facilitate user-to-user interactivity and interactivity between user and information”.

Interactivity has become the key term for digital. Evolving from the rapid dissemination of the Internet, the digitalization of the media, and media convergence, digital embraces every aspect of how people interact and communicate, and how they are entertained by today’s technologies.