As the whole language of digital continues to go mainstream, it still means so many different things to different people.
In fact, there are many marketeers who don’t want to use the term digital as we ‘should all be good at it by now’. The truth is, of course, not that simple.
Connect has been doing ‘digital’ for a while now – creating transformational experiences for Jaguar, Bentley and Land Rover customers and prospects to choose their cars is just one example of our work.
What remains as fascinating for me now as it did ten years ago, and I expect, will do ten years from now, is the continuing disruptive nature of the technologies that allow people to get what they want, when they want it and where they want it, across any device and country border.
As the global marketing ecosystem opens up – China and the other BRICs are of massive importance to our clients – we’re all getting smarter at creating clever content (art) and systematic publishing tools (science) that mean we can produce and publish content efficiently, and see improved effectiveness in the results.
One customer behaviour remains constant – people want to use the web or their device to make things easier or to enjoy the experience. Browsing and shopping online should be a pleasant journey though an architecture of choice, and never be difficult to do. Applications that are truly useful, and help improve people’s lives should become a seamless normality.
As we say here at Connect, we love to combine creativity and technology to deliver outrageous results. I’d like to think I’ll be doing that in ten years time too.
By Jose Espinosa, Client Partner at Connect Advertising & Marketing LLP.
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