I was working on a post on my other blog about how digital allows brand management more freedom to be creative and innovative. It occurred that there are two main reasons I would suggest: firstly budgets go a lot further in digital than traditional media. This allows for the ring-fencing of a little ‘mad money’, and also, despite digital now being a mature medium, it is still running very fast and new techniques and technologies are becoming available almost daily. Experimentation is almost inevitable.
When I first got involved in digital in the 1990s, it was in its infancy. For a jaundiced old marketer who thought he he’d been everywhere and done everything it was a revelation. Fortunately that excitement has never waned: it is still working on frontiers and a lot of lateral thinking is required to turn the torrent of technological opportunities into meaningful tools. But above all, it is still fun!
As ex boss of Avis, Robert Townsend said in ‘Up the Organisation’ – ‘If you are not in business for fun or profit, what the hell are you doing there?’ We’d all like the profit… but I’d settle for a little fun also.
