The Internet Isn’t Digital
I have been having this discussion a lot recently. Surprisingly (or perhaps not), it seems a fairly hard one to explain to a non – digital person. They mostly just look at you blankly and smile, as you say:
The internet is only a little bit of what digital is, the same way as it’s only a little bit of what a computer or mobile can do.
Advertising lumps the two together and of course views digital as merely an extension to the ATL, based on an experience on the pipe. Of course, there will inevitably be an interface, but that doesn’t always have to just be a website, right? Even when clients talk about ‘leading with digital’, agencies still can’t get past the idea of a singular website/banner based experience. Banners, and a lot of sites, although digital in their execution, are clearly not digital in their thinking. Many are still a traditional agencies answer to digital, which is miles from the way people should think about and look at this stuff.
I guess my point is this; digital is a platform and web is an execution of that platform. Digital and web are different, and today, I wish I worked in a world where everyone got that.
Comments
Leave a Reply
