The days of adding technology and digital on to the end of a Marketing or advertising campaign are, thankfully, numbered. Strategists and planners are thinking about the vast array of possibilities with mobile technology as a key component from the moment they receive the brief, enabling the creative team to execute innovative campaigns.
Technology First, Mobile double first
In days gone by, Planners, Strategists or Media Planners, I should say, have been key to encouraging, persuading or manipulating an audience to take some sort of action whilst also ensuring that marketing performance and business objectives were met. They achieved this through the strategic positioning of artwork and media placed throughout the various channels available to them.
The worlds of branding, as well as media placement have moved relatively slowly over the years. It has taken over two hundred years to evolve advertising from shipping crates (circa 1800’s), to the creation of visual brands and logos (circa 1928), where its rumored that Sandeman Port brewery company, hired an artist to create a visual identity.
Advertising has moved comparatively quickly over the last fifty years, developing into the global industry we all know and love, across OOH, print, radio and television broadcast. Across these traditional channels it has always been crucial to be inventive, innovative and competitive in order to be noticed.
Circa 1998 digital was introduced into the marketing mix and consequently took off. Although digital has been a huge part of the marketing strategy, it has usually been an afterthought to the overarching advertising campaign. At this point the desktop was the tool of choice for digital, and we often heard “Let’s build a website to support the campaign”. In 2007 smartphones were introduced and the desktop become the mobile. The digital afterthought then moved onto “Let’s build an app”. Next up will no doubt be the smart watch.