During the week of September 23-27, hundreds of agencies from around the world converged to the high rises of New York City to discuss, debate and listen to leaders in the industry who were there to comment on the digital world as we know it. In a world of fast-growing and expanding technology, experts spent a good amount of time discoursing about how technology is influencing and changing the way that consumers interact with a brand and its product.
What is digital marketing...now? Procter & Gamble's Global Brand Building Officer Marc Pritchard shocked audiences when he proclaimed that the era of digital marketing is over, that "Digital Marketing is dead" In an age where users share and respond to digital content pumped out by companies, those consumers are enacting digital marketing whether they realize it or not; and we are doing this at an unprecedented rate, as illustrated in the Oreo Blackout Twitter campaign launched by 360i earlier this year, which enraptured millions of viewers within the span of an hour.
Data is Everywhere And advertisers are aware of this. But its not just about having the data on hand to analyze, interpret and respond. With real-time actions and fast changing trends, "Ultimately, analytics will outnumber planners and the media buying process will be increasingly a function of technology," commented an Adage writer in a recent article. While all data requires discerning and meticulous consideration, we do live in a real-time digital world that demands responses from corporations who want to have a voice in the social world of consumers. By creating enough momentum and loyalty from audiences, brands can leverage those relationships to make real-time responses to the data that they are presented with with the assurance that they know their audiences well enough.