In 2013 I think we can all agree that there is no digital. There is only life. We all now move seamlessly between our digital and analogue selves. The transition is unnoticeable and omnipresent. It’s a surprise that most marketers and even some tech startups fail to realize this.
Key hint: If you have an on-line strategy something is wrong. The strategy is the strategy.
The increasing number of layers and channels is just another example of our world increasing in complexity and contextual differentiators. Something that will only continue on its current trajectory. And it is not just about retailers getting their digi-on. It’s also about those who live on line understanding how they can enter the physically world – it’s still where we humans live!
The advertisement below inspired this post. A great example of a few hallmarks in advertising:
- Humour when relevant
- Customer centric strategy
- Real world integration
Sadly most Australian retailers are still yet to realise we operate in a new world.