• Marketing Mag Website

  • Marketing Digiguide

DigiGuide DigiGuide

DigiGuide

for insight into online,search, mobile and more

brought to you by
brought to you by

Mystified Marketers

this article
  • Page 1 of 1
  • 1
  • 25

Peter Applebaum is the founder of Tick Yes, an interactive and online marketing company with extensive experience in creating, implementing and managing successful online social marketing campaigns. Peter can be contacted on 02 9387 3244, or by email.

Advertise with us

The dramatic online and interactive changes to the Australian communication landscape over the past decade have created a big problem for marketers:

How do we take advantage of the new digital developments?

Experienced marketers that know advertising, PR, DM and POS like the back of their hand, are often in the dark about the best decisions to make in this new interactive world.

So what's the solution?

Time, experience, trial and, unfortunately error are probably the best ways to learn. Sure there are courses run by various bodies but nothing beats on the job training. It's like 1956 all over again: this new fangled thing called television has been launched and the word is that it may help me to sell more products/services; if only I knew how to go about it. Thanks to Louie the Fly, Happy Little Vegemites, anyhow 'ave a Winfield & c'mon Aussie c'mon, the rest is advertising history.

The million dollar question is, are you creating an interactive campaign that's going to be written about in 2060? Well?

Images

1 Comments

David Gillespie
  • Wrote on 13 May, at 10:37AM
The trick is surely one of leveraging past experience, the catch being TVCs, print ads etc. relied on well-worn methods for telling a short story, and interactivity throws that out the door. Choose your own adventure books remain a niche genre largely because people enjoy having a narrative revealed to them and feel no more a part of the story when flipping to 85 than they do simply turning the page. That and there's a (perhaps unfair) stigma that those doing CYOA books aren't true authors with a compelling story to tell.

It's good that you cite error above, we've all still got a truck-load of mistakes to make before we get to some hard and fast rules. One I'm already too fond of to relinquish without a fight though is a simple one: open beats closed. A little vague, but we can all get an idea of how that applies to companies, brands and the marketing experiences we create around them.

A friend of mine who runs a web development firm recently hired a girl doing her Masters in marketing and was shocked to learn in 4 years of study she hadn't learned a thing about digital. We talked about it and decided, as I said above, the rules just aren't written yet, and anything studied would likely be wrong already, the space moves just too damn fast.

To have your say, login at the top of the page or register free and start commenting.