Digital is changing, and becoming more than just another channel. I think the landscape is transforming into three dimensions we need to think and care about in order to bring us forward.
This is from a comment I made on The Kaisers’ post Ceci n’est pas un pipe. (which I have no idea what means?)
I think this [digital] is two-fold.
First off, like Rob is commenting, creating something digital is about appreciating the dynamics of the solution, not just the mechanics:
From a previous post on my blog referencing Robin Hunickes’ talk on Lift:
“…where the topic is games and the mechanics of games. Every game can be put into a formula M+D=A. (Mechanics+Dynamics=Aesthetics). Where the solutions itself presents the mechanics, but the participation and interactions from and between participants create the dynamics. It the sum of these two parts that create the aesthetics or the essence of a game, and the reason it becomes a success or not. The same can be said for marketing activities.”
The second thing is appreciating that digital is just a part of a larger context. And this is where I think your “weave”-definition puts it up a notch.
Nobody uses or participates in your idea just to participate, but they do it as a part of a larger activity.
For example, nobody uses the Domino Pizza Application just to push around buttons and go through menus’. They do it because they have a craving for pizza. The application begins their pizza eating experience and start filling their mouths with water and anticipation.
This is all well and good, but I think the real difference with digital comes when adding a third dimension:
What happens with digital now, is that it no longer fits into a silo, like the other channels. It has become more than an “arena” (an arena plays to the comment by lauren where “channels” are a pipeline you poor something through, whereas the “arena” is where participation and interaction challenges, enriches and redistributes the ideas).
With “more”, I mean that digital is becoming ubiquitous, and will start filling the whole communications universe with content, arenas and online-offline-context (larger scale weaving).
The latest Trendwatching brief , “Off=On”, gives some nice examples already.
As e few examples we are going to see everything from content on/in digital apps in clothes, a physical environment becoming as interactive as the digital, and a multitude of different channels and applications being weaved with digital (The Esquire digital print ad is a first flirtatious example of that).