The Digital Age
Did you know we are now 50 years into the digital age? (Well, roughly anyway, depending on where you get your information.) This year marks the point between development of the network which was the precursor to the internet and the sending of the first email. Are you feeling old now? It’s ok. If we are to believe what we are told, we are only approximately midway into this age. This makes sense when you consider that it took around 30 years or more for electricity to have a real and meaningful impact on the lives of everyday individuals.
You see, it is not the creation of the next new thing that is most important. What is essential is the flow-on effect it has on the way we live, how we interact and the way we do business. That is when something really shows its worth and establishes itself as a significant part of history. Every era we have passed through so far has led us to this point in our contemporary society. Each has been built on the past, added to it and taken us to the next age.
Digital content is any information that is distributed electronically. It includes text, audio, video, graphics, animation and images. If you are on the internet, you are interacting with digital content.
Based on recognising that the digital era will take us forward to the next age, it then becomes crucial to understand how digital content sits in our current environment and what is needed to progress along with it – the way of the future.
Digital content creation starts with developing ideas about information which will appeal to your audience. These ideas are then carefully crafted into written and/or visual content and shared across various platforms for maximum effect.
Anyone can create digital content but that does not mean they should. The team at Adlab have years of experience working in digital markets. We are specialists in the field and have studied, researched and progressed with digital trends over decades. We understand how digital content differs from other forms and apply our skills and knowledge when creating websites, promotions and brands to maximise outcomes for clients.
Digital vs Print
While not quite stirring quite the same emotion as the Ford vs Holden debate, there are some very passionate groups who are loyal to their chosen side when it comes to digital versus print. Indeed, scientists have got involved, using eye tracking and biometrics to determine the best way to go.
Let’s look at some of the main marketing elements and the pros and cons of both sides.
Reach – First and foremost you need to be where your customers are – and they are online! Printed material is limited by number of copies and your customers must be where your product is to access it, limiting its reach. Digital comes out on top here in keeping up with consumer’s expectations.
Speed – In addition to a product being where we are, we also want it now. Your digital campaign can go live at the press of a button. A print campaign takes considerably longer to produce and distribute.
Cost – Both methods will require all the creative elements of concept, planning, design, visual, production and so on. However, the cost of materials and transport involved in printing has risen considerably over the past few years. This contrasts with digital technology which has become more affordable and readily available.
Flexibility – Want to make any changes to your campaign once it is live? This one is a no-brainer!
Customer experience – Interestingly, we still do love a sensory experience, and this is where print may just have the goods. Being able to pick up a magazine, thumb through the pages, maybe enjoying a short break with a cup of tea, has certain appeal. And magazines look nice on the coffee table. However, you must get that shiny brochure in the hands of your consumers first – please refer to top of list.
It is impossible to foresee the full effects of the digital age, just as no one could have imaged the incredible and far-reaching effect of electricity. What we do know is that this time will end and a new time will begin, and that new time will be firmly established on the back of our digital era.