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Archive for August, 2015

Stardate August 7th 2558

There’s a growing realisation, finally, that brand interaction on digital is not all it’s cracked up to be.

Like the rest of us, I’ve been consuming messages (including ads) on sites like YouTube for a decade, as well as the ever-increasing number of commercial messages on the ever-increasing number of social media sites.

And for most of that period, Digital Ninja Turtles were trying to convince us that the Holy Grail was ‘likes’ and click-throughs, but you know, us that have been around a little longer than the advent of the i-phone had suspicions that this just may be, to use a technical term, bollocks.

The outing of Click Farms pretty much confirmed that was the case and it was easy to scam the whole system. So the King’s New Clothes were revealed and that puts paid to all digital advertising, now, let’s get back to normal.

In all those years of absorbing digital messages, I don’t remember ever clicking on one, ‘liking’ one, or interacting with any. And I haven’t become a ‘brand ambassador’ or ‘brand advocate’ for any brand, unless they pay me. Why should I?

But does the fact that I chose not to get involved with digital brand messages mean that I don’t actually like any? Do we have to rely on actual interaction data to measure the success or failure of our digital advertising? I don’t think so.
Plenty have logged in my brain and left an impression. Just like the tv ads I grew up with.

Of course there’s a role for digital advertising and I think we’re just starting to get the hang of it. As we’ve said all along, the medium is not the message, the message is the message. And Facebook has started advising advertisers to create messages that are interesting enough to pique people’s…well, interest. Sound familiar?

We used to say people were bombarded with hundreds of advertising messages every day and because of that we have to do something special to attract their attention. Not much as changed with that principle except that now we are bombarded with tens of thousands of messages per day, on smartphones, i-pads, laptops, on top of all the ambient stuff that assaults our eyeballs in our daily commute.

So the current generation, including my 16-year-old daughter, has evolved an amazing mental capacity. Not for accepting all this information, but for filtering it.

Yes, some digital coms require click-throughs, if they’re competitions or offers but even then, if the main message is interesting and engaging enough, it will still register the brand in people’s consciousness. And after all, isn’t that what advertising is about. What goes around comes around.

Blog off.

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