I read an interesting article today by Nigel Walley, MD of UK media strategy consultancy, Decipher. His article focuses on advancements in digital technologies that have expanded advertiser's capabilities in many 'traditional' media channels.
He argues that many media agencies have turned the word digital into a noun rather than allowing it to remain as it was originally intended, as an adjective. I think he makes a good point.
Digital technologies have pervaded almost every aspect of our lives and certainly EVERY traditional media channel so referring to online activity as digital is a disservice to the capabilities of our industry.
As consumers become more and more used to receiving content tailored to their needs, their expectations around how they interact with this chosen content increase and it is digital technologies that will allow advertisers to rise to these expectations.
I would argue that whilst it may seem scary recommending a little-used digital feature to a client, it is a disservice not to because if we don't recommend it, one of their pro-active consumers will.
Check out Nigel Walley's article here.