Is Digital, The DNA of all Modern Advertising?

I just finished reading an article on ClickZ by Augustine Fou, that talks about Digital Content being at the root of modern advertising. This is interesting because it fits in with a number of discussions I have been having with various clients and colleagues over the last few years.

My point, and one that Fou eludes to is, not everything begins and ends with your website, or Facebook fan page, or a banner ad, but rather it is made by the cultural impact created from all of these digital options. It’s not that people live their lives online, but rather people use these digital properties, in ways that are integrated with so much stuff in their lives. Even when you don’t think you are online, you are. You use digital technology when you pay for items with a credit or debit card, you use it in the TV programs you watch, when you have your smart phone check movie times or help you find a location. It impacts you when you are waiting inline to check out at a store and there is a screen in front of you that commands your attention. More and more, all of the digital components in your life become more ubiquitous and literally everywhere. And more over you relate to it and use it, even if you are not actively searching for information about a product or service. In the end there is ultimately more and more human behavior that is now being tracked or linked enhanced or enabled by the digital properties that are embedded all around us. And due to the nature of this digitally enabled request and receive behavior, all of this information can be leveraged to understand needs and desires.

The value of these digital breadcrumbs, the information that we leave behind in our modern world can’t be overemphasized. I was just talking with a client about why integrating digital components at the core of their marketing and advertising initiative was so key. Because it allows for unprecedented analysis of data. Data that is related to how people interact with these specific digital properties in relationship to more traditional media channels. I was trying to make the case for more efficient and effective advertising, especially when it is designed from the beginning to take advantage of human insights and behavior.

Unlike Fou, I don’t necessarily think that digital is the center of the advertising universe, but it is a key element of the modern landscape. A ubiquitous component, rather than simply another media channel.