Adliterate writes up some thoughts on interactive advertising from a planners perspective. I especially appreciate number 3:
“3) The planning on display is often about an acute understanding of the interface between consumer and media (comms planning) which is extremely cool. However it is rarely about an acute understanding of the brand and it’s role in people’s lives which is less cool
. Great communications have to be about the brand’s promise as well as it’s delivery of sponsored applications.”
I couldn’t agree more, there is an enormous skill-set available concerning the digital channels, their abilities and features, how to use them and how to create momentum through the combination of a set of channels
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But the fetish concerning channel-know-how withers away as the knowledge of consumers, their ambition and motivations seem to be held out of equations by force in order to simplify the process and keep uncertainty of effect away from the unfinished product.