I just read two AdAge articles back to back. One was “80 Billion? Online Display Advertising is Being Overhyped”. I don’t agree with it as it seems a reactionary piece that contradicts itself. It talks about how online display is all the rage now (which it isn’t). And then points out how major brands still resist because they don’t see online as a branding medium.
The second was by David Armano, blogger at Logic + Emotion, who here has written “Why Digital Marketing Needs a Reboot”. David points out how many of the early online advertising minds - the ones who looked at the traditional ad agencies with askance - are now becoming the ones that successful new media marketers roll their eyes at. He calls them “tradigitalists”. He says being a tradigitalist means
“using traditional marketing methods in the digital space. For example, creating an advertising campaign and “extending it digitally” usually ends up as a checklist. Micro-site? Check. Online banners? Check. Social media? Check. Mobile? Check.”
He’s right of course. Although I’m pro micro-site and banner, too many tradigitalists stop right there.
It makes me wonder about today’s digitalists. The ones that are adopting social media strategies. When will they get stuck in their old methods?
No Comments » Posted on July 29th, 2008 by Jonathan Trenn
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