Translating the Big Ideas
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