So what's digital all about? Basically 'digital' as far I can tell is a catch all term for advertising and marketing that use the internet or mobiles phones. Very basic definition I know.
But the range of possibilities that these two media offer are phenomenally broad and are getting broader every day, as technology develops in both online and mobile sectors.
A journalist called Jeff Jarvis (www.buzzmachine.com) writes here about the re-invention of TV. The two platforms of the TV and the internet are converging. At some point (and when depends on who you read or talk to) they will become one platform. People won't watch the TV and then go and surf the internet, it will all be the same thing.
The potential impact on the marketing and advertising industry is that convergence opens the door for addressable advertising - instead of the boring ads you get in between programmes that are all essentially the same idea (car ads - shiny car being driven by good looking bloke who picks up hot girl, whoosing noises as car goes past the camera and drives off) you will see ads that are directly targeted to you, based on your online behaviour - what you search for, what you look at etc.
That might just persuade people to stop fast forwarding the ads on sky plus.
Cheers
Steve
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