The Shadow of Digital’s Tactic-Heavy Origins Still Looms Large

Dennis Ryan, Advertising, OlsonYesterday, I served as a judge for the Effies. It’s an interesting awards show, one favored by many clients for it’s focus on outcomes and rewarding the combination of smart strategy and effective work to build businesses.

While I am honor-bound not to discuss specifics about the work we reviewed, our afternoon category proved as contentious as it was fascinating: Brand Experience.

The Brand Experience label applies to an admittedly broad swath of work, none of which can have traditional media like TV, radio or print central to their efforts. Instead, “It is to showcase how you can create a brand experience beyond traditional advertising.” And so we judged viral films and digital events and social media programs.

After reviewing five or six finalists and then discussing our impressions of them, it became painfully clear that the much-desired metrics on this medium are far from established.

Is it Facebook likes? Does anyone even care about those, or any other engagement scores? Is it sales, and can you isolate one experience from the rest of a marketing plan and calculate its impact?

Listening to the various judges debate, I wondered if this emerging category even has a place in something as Key Performance Index-focused as the Effies. And I couldn’t help but notice that the tactic heavy bulk of so much digital marketing creates an intrinsic bias against anything less linear than simple cause and effect. From the debates I heard, any digital brand experience that’s not entirely outcome based becomes almost indefensible as a media investment. Which is strange since brands flourished on softer,opinion-enhancing TV brand advertising for decades.

Does this mean there’s no room for suggestion in digital marketing? No place online for simple inspiration? As mature as digital advertising has finally become to most advertisers, its sad to realize that many cannot see beyond the most cudgel-like focus on raw metrics. And lacking those, cannot see the value of true brand experiences simply for experience sake.

Of course logic has its place. Metrics provide valuable feedback in a world driven by ROI. And yet I can’t help thinking the biggest decisions we make as human beings—who to marry, where to live, whether or not to go to war—are driven by emotion, not reason.

No matter how trackable we like to believe the digital medium is, digital advertisers cannot afford to ignore that.

 

By Dennis Ryan, CCO, Olson

steve brodwolf says:

Great insights here, Dennis. Only a creative with your background and experience can see the bigger picture. More and more clients “want an app” before they have an idea the connects with their target. As Keith R. said, “Speak to the heart and head.” The idea must remain the cornerstone. The smartest digital extensions build out from there.