Amsterdam, 7 December 2009
The Digital Re|evolution
How Digital Marketing Will Transform Brands
The strange thing about traditional advertising agencies is that most of them can create great new brand positioning, communication strategies and campaigns for their clients. But when it comes to their own positioning and new business opportunities, they tend to fail. In metaphor of the the boiling frog theory, ad agencies do not jump out, and get cooked. Innovation seems not to be part of their DNA.
A decade ago consumers massively embraced the internet, changing advertising forever. Brands and agencies missed out on wonderful opportunities over and over again.
Since 2003, digital marketing agency LaComunidad has repeatedly transformed itself sometimes taking significant risks but gaining business from new international consumer brands in the process. In 2005 Grupo LaComundad launched ViralTracker today's global leading online video metrics company. In 2007 another agency was unveiled social media marketing agency SocialMedia8, which has offices in Amsterdam, Milan and London. Grupo LaComunidad is now part of WPP.
Why advertising agencies cant transform their selves?
Digital agencies are booming and almost all brands are working hard to get their eCommerce act together, since consumers buy massively online. Innovative, smart marketers want to go beyond shouting ad campaigns.
They feel the need to launch communities and consumer connectivity platforms that grow organically, create compelling branded content, videos that connect and functionalities and applications that really engage consumers in a pleasant but relevant way. These marketers need a digital partner on their agency roster that fully understands their needs.
LaComunidad's multi-disciplinary team of interactive professionals are skilled to think, design, build and
buzz on any possible screen. From web to mobile, from iTV to narrowcasting and out-of-home. Smart digital commercial creativity is needed to create successful platforms and programs in which eCommerce, eCRM and digital contact management are seamlessly integrated. This is probably something a marketer would not like to leave in the hands of his traditional advertising agency, especially one which always says that creating a 45 second TV commercial is the best solution.
LaComunidad believes today's screenagers will only want to be engaged by relevant content wrapped in a very pleasant and innovative environment. They will grab and engage with relevant content snacks on any available screen. As a result, content and advertising will have to become more entertaining and relevant. And it must be unleashed to any possible digital screen.
All things digital
We believe that we are part of the digital re|evolution. All things will be digital: from internet to mobile, web TV and out-of-home. But no matter which direction this digital re|evolution heads in, the power of digital can transform your brand and business.
Because brands need to adapt soon, they will need a new agency manifesto and an agency with its skills rooted in interactive and digital marketing; one that combines consumer insights, commercial creativity, technology and innovation. Only this will lead to satisfied brands, enjoying a refreshed image, customer loyalty, industry recognition and a good return.
A key question is whether consumers will stay ahead in the digital re|evolution,or will brands be able to catch-up any time soon? A major shift of DNA at agencies will be needed to adapt to this shift of marketing reality.
Will the TV ad stay the holy solution for the coming years, or would most brands like to create their own communities and tribes? Or would smart brands rather hire an agency that can create the next Facebook Game Plan or branded online community?
At Grupo LaComunidad we spread our thought leadership, viral ideas and love for social trends in a relevant but pleasant way at viralblog.com ranked in the AdAge Power150 of best global marketing and media blogs. Tap in, share your passion and, most importantly, join the conversation.
