by: Amanda Grieshaber
Digital technology is advancing so quickly that the Ad Industry can barely keep up. The digital revolution occurring today is much like a flash flood–occurring rapidly and changing the environment. This “Digital Flood” that is happening is not your usual flash flood, affecting only certain areas. No, the Digital Flood that is just beginning is as telling as the Biblical flood of Noah’s time, impacting our entire world, not just the Ad Industry.
The Digital Flood has only just begun, and there is already turbulence over the light drizzling. While the industry wonders when it will all be over, Sanders Consulting Group sees the Digital Flood lasting much longer and carrying us in to the “Creative Age.” The ad agencies that survive during the Creative Age will be the ones that are able to break through the chaos and reach consumers, generating brilliant, creative and innovative thinking, building both brands and sales.
What will the Creative Age be like?
- the creative application of ideas through social media will start a new era of truly integrated marketing communications
- real-time consumer information and speed of response will be crucial for developing breakthrough creative insights
- the Creative Age will blur the organizational lines between marketers, their customers and the agency
In the upcoming years, new market leaders will start to emerge based on how well firms embrace these changes and adapt to them. In the Creative Age, marketers will always be on the lookout for new opportunities and how they affect and work for the brand. For example, marketers have finally realized how important social media is, but they have not learned how to properly use it. Social media should only be used as a tool, it does not build the brand or sales, these come through planning and implementation. The leaders that emerge will be the ones that help create these visions and plans and make them happen.