We obsess over the digital world in advertising and yet it means nothing. What if we stopped thinking of channels because everything was digital? What if we stopped caring about the pipe, but thought about the context and message?
Is there a more profound word in marketing than digital? We’ve digital agencies with their digital strategists and digital creatives. We’ve the triumphant rise of digital media owners and digital first companies like Uber, Airbnb and Facebook blazing a trail into the future. We’ve endless conferences on digital advertising where we ruminate continuously on when digital media spend will overtake TV. This month R/GA won Campaign’s Digital Innovation Agency award … with some wonderful TV ads?
For a word that seems so important, prevalent and transformative, it’s a bit odd that it doesn’t actually mean anything. While we can of course define it, for it to have actual real-life meaning, there would need to be non-digital agencies or non-digital strategists. We’d need to be able to explain why Uber was a digital company, but why British Airways or American Express wasn’t.