What can digital learn from the offline world?
That was the question I was asked on stage at the Advertising Age Media Mavens Award luncheon in front of hundreds of leaders from the marketing and advertising world. Below is my answer. Tell me whether you agree or not. This was not a question that I got in advance. So yes, I was on the spot!
Shiv Singh, VP-global social media lead at Publicis Groupe's Razorfish, believes it's getting much harder to separate offline from digital and that the silos between the two need to come down. "Digital can learn a hell of a lot from traditional and still needs to," Mr. Singh said. "Consumers don't say to themselves, 'This is a traditional moment and tomorrow I'm going to wake up and have a digital moment.' So it's about time we get beyond that ourselves."You can read responses to a few of the questions asked in this Ad Age piece. The luncheon was wonderful and I was humbled and thankful for being included in the group of Media Mavens.
Mr. Singh said digital marketers should take heed of the work taking place in the offline word-of-mouth sector and how the relationship between marketer and influencer is developed and how their influence is measured. "What's going to happen next in social is that we will get a lot more rigorous and technical about how we identify, nurture and measure the impact of online influencers on the customer," he said. "And rather than thinking in terms of audiences we will be thinking in terms of audiences and the impact influencers can have on those audiences."
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