One of the things I love about working in marketing is that it is constantly evolving and changing. I recently read an article that made me reflect on the impact that digital technologies have had on how we approach marketing campaigns for our clients.

Publishing

Digital technology has had a huge impact on publishing. Low prices on Internet retailers like Amazon are threatening high street retailers who cannot match online prices. Despite this, we are beginning to see some really clever ideas coming out of New York publishers Melville House, who are embracing digital technologies and integrating ‘added value’ to high street stockists through hybrid books. They have started to release books where readers are able to unlock bonus features by scanning a QR code which links to content such as author Q+As or books discussion pages. This is setting the high street apart from online retailers as readers can get better value for money.

Digital hardware like the iPad has opened up another avenue for publishers to work with and flex their creative muscles. One of the challenges they have had to overcome is the loss of interaction without a physical book to hold. This is especially true of children’s popup books; however publishers can now include puzzles, animations or sound effects to fully exploit the iPad’s technology and enhance the reader’s experience.

Will and Kate Digital Book

Television

Television viewers are increasingly participating in a dual screen experience with their tablets or laptops whilst watching TV. This has posed questions to advertisers who are competing for the attention of a distracted audience, but these questions are being answered with the use of social media. By featuring hashtags in their adverts, audiences are invited by marketers to use their ‘distracting’ second screen to discuss adverts and interact with what they are watching. Television producers are using a similar tactic as well. Programmes like X Factor, which tweets backstage photos of contestants, guest performers and presenters, are using social networks effectively to interact with their audiences. YouTube can also be a useful way of attracting audiences, as Family Feud proved in America. By uploading ‘too rude for TV’ clips, the show attracted 45 million hits online, as well as a 40% rise in viewing figures.

Social interaction on TV show the X-Factor

Outdoor

Digital technology is having a really exciting influence on how we approach outdoor advertising. Traditionally we would be looking at static 6 Sheet or 48 Sheet opportunities, but with the introduction of digital screens we are beginning to see some really cool campaigns emerging. Unilever’s campaign for Lynx using outdoor screens went viral on YouTube when videos were posted of Angels ‘falling’ onto the streets of Birmingham and London. Pedestrians were invited to stand in front of digital screens and watch as the Angels surrounded them. Augmented reality is a rapidly developing technology and I’m sure we will see this being integrated a lot more over the next 12 months.

In conclusion; new technologies can threaten the way we do our work, but you can guarantee that it will lead to the marketing industry coming up with even better ways of doing things, and getting the best results for our clients. I for one am excited about what the future holds for digital technology and how we can use this to our advantage and integrate it into our campaigns.

Posted by: Ruston Butcher on