Originally posted on the Chameleon blog 30/08/2013
Digital first is a simple concept. Put simply it means: Digital. First.
In my previous post I talked about Chameleon’s digital first approach and I wanted to take the opportunity to expand upon that.
With the majority of the UK population (84.1% according to the Office for National Statistics) now online it seems to be common sense for charities, not-for-profits and other brands to focus their marketing strategies and resources where the majority of their audience is and, more importantly, where they expect them to be.
Digital channels are often the ultimate destination for most campaigns, whether that be a donation page, facebook page, campaign microsite, product landing page etc. Often however, they appear almost to be an afterthought despite the fact that digital is now such a major factor in our personal and business lives.
There have been countless articles written stressing the importance of digital for businesses, brands, charities, not-for-profits, agencies etc. but I don’t think enough support is sought or given in understanding what can and can’t be achieved in the ever evolving digital world - itself a constant challenge for those of us that are digital focused.
As Econsultancy points out in its recently released Modern Marketing Manifesto (MoMaMa) "Digital thinking should be embedded in marketing strategies as a matter of course".
I have friends working in digital who have had experiences at agencies and brands that, because they are not set up to understand the intricacies of digital, see it as just another channel for their campaign rather than it being the focus of their marketing message.
Many agencies offer digital to clients and claim to be multi (or, dare I say, omni) channel, however the reality appears to be, in many cases, that the digital people are being managed by non-digital Art Directors, Account Executives and the like and their knowledge, creativity and innovation is being ignored and eventually lost as they become disillusioned.
Econsultancy’s MoMaMa suggests that "organisations need to properly consider digital and change their culture and processes to become more digitally oriented".
I believe that the trick is to get these digital people into positions that illustrate that digital is viewed as central to what these agencies are about, or better than that, that digital IS what the agency is about… digital first if you will.