Trans­lat­ing the Big Ideas

ArabAd - - COVER STORY -

Dig­i­tal is be­com­ing the core to communications so­lu­tions ne­ces­si­tat­ing the ap­point­ment of chief in­no­va­tion of­fi­cers to over­see th­ese vir­tual op­er­a­tions. Suc­cess in the dig­i­tal realm de­pends on the proper in­ter­pre­ta­tion and in­te­gra­tion of en­gag­ing con­tent de­signed to boost en­gage­ment and in turn fur­ther the con­ver­sa­tion on­line to main­tain brand rel­e­vance. How­ever, the key to op­ti­mis­ing ROI is to back on­line cam­paigns with off­line me­dia. De­sign­ing a web­site to au­to­mat­i­cally fit any kind of screen re­mains a chal­lenge some clients are obliv­i­ous to con­sid­er­ing that the shift of con­tent con­sump­tion is mov­ing to smaller mobile de­vices. For a more in-depth over­view of the mat­ter Arabad dis­cussed the progress achieved and chal­lenges faced with a num­ber of industry ex­perts in this ex­clu­sive fea­ture.

Chief Ex­ec­u­tive Of­fi­cer TNCG Wet­paint

So­cial and dig­i­tal is core now to every­thing we do. Are clients re­quir­ing in­creased dig­i­tal cre­ative so­lu­tions? If so, what are the types of dig­i­tal strate­gies that clients in the re­gion are look­ing for the most?

You are ab­so­lutely right about dig­i­tal be­com­ing the core to communications so­lu­tions and an in­te­gral part of any cre­ative so­lu­tions. Thus, agen­cies have now in­tro­duced the “Chief In­no­va­tions Of­fi­cer” des­ig­na­tion, which ba­si­cally sees a per­son in this po­si­tion trans­lat­ing the big or cre­ative ideas into those that fit dig­i­tal plat­forms. Day af­ter day, cre­ative so­lu­tions are in­creas­ingly be­com­ing vi­tal to brand ex­po­sure, communications and en­gage­ment with con­sumers. More­over, nowa­days we are wit­ness­ing cre­ative so­lu­tions be­ing ini­ti­ated from dig­i­tal plat­forms and get­ting in­te­grated into off­line so­lu­tions. The dig­i­tal rev­o­lu­tion, and its con­tin­ued evo­lu­tion, is chang­ing the land­scape to­wards what is grad­u­ally prov­ing to be ef­fec­tive day af­ter day. At its out­set, the web­site seemed to be the one and only way of dig­i­tal pres­ence, how­ever, that has now taken a back­seat when you com­pare it with the di­verse plat­forms in so­cial me­dia that are dom­i­nat­ing the dig­i­tal scene ow­ing to their mas­sive au­di­ence en­gage­ment. What has been the big­gest bar­rier for clients to plan and im­ple­ment in­te­grated dig­i­tal cam­paigns?

I be­lieve the big­gest bar­rier to any­thing is def­i­nitely the lack of knowl­edge and that stands true in this case as well. I’d like to cite an ex­am­ple here: I re­mem­ber in one of our ear­li­est dig­i­tal cam­paigns, when we in­tro­duced the # (hash­tag) in a cam­paign, the client re­acted neg­a­tively, shout­ing about why we would in­cor­po­rate the Num­ber sign in the copy. We then knew that this would be a long jour­ney with some clients, as we would need to ed­u­cate them about the ev­ere­volv­ing communications world. Yes we aren’t the mil­len­ni­als and dig­i­tal world na­tives, yet we our­selves had to gen­uinely learn, un­der­stand and dis­cover its power in or­der to be able to ef­fec­tively and con­vinc­ingly im­ple­ment it with our clients. There is also an­other con­cern, which is that many be­lieve that hav­ing a Face­book, In­sta­gram, Twit­ter and more such ac­counts is suf­fi­cient. They truly un­der­es­ti­mate the power of con­tent and con­tin­ued ef­forts needed to en­sure suc­cess­ful en­gage­ment with the au­di­ence. Ad­di­tion­ally, clients are un­aware of the chal­leng­ing pro­cesses re­quired to pro­vide pro­fes­sional con­tent. It goes be­yond just de­ploy­ing

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