A digital revolution is underway and marketers need to heed the call.
Digital Now Australia (DNA://09) was an event in Sydney and Melbourne, collectively put together by Google, Hill & Knowlton, G2, Group M and TNS to help marketers have an integrated, up-to-the-minute understanding of the digital landscape.
Making digital part of your marketing strategy is not a choice. It's not an IF but a WHEN. Today's marketer needs to step up to the plate. Digital simply demands sharper, brighter, better informed ideas.
The content from experts and case studies highlighted at the DNA'09 conference explored how digital is morphing the traditional disciplines of PR, Media targeting, Research and Creative and forcing marketers to reconsider the real meaning of integrated marketing.
Marketing has never been more complex. But let's not overlook the fact that it's never been more exciting. In the history of marketing, the web presents the most fundamental shift in the way we think, act, build and nurture brands.
It requires utmost agility. It demands real time thinking. And it means losing control of your brand.
It requires boldness, bravery even. And it demands deeper, more intuitive knowledge of your audience, who in turn is becoming increasingly fragmented in the way that they consume media.
Attendees were told to throw away traditional marketing. It's about the co-existence of digital and how we make this happen is a critical component of the marketing mix. Instead, the presenters shared valuable new analysis of the consumer and the behavioural triggers online, including the WHY of their online journeys.
Senior marketers saw and heard that it's not just about jumping on the digital train. It's about understanding the implications, the dangers, the opportunities and the consideration set.
It was also about not being distracted by the technology, because ideas still count for everything.
The areas covered included: