In a recent speech to the Digital Now Australia (DNA09) conference, G2 Director Anthony Johnston has claimed that the changing online landscape requires a rethink of traditional digital strategy. Johnston says that you "can't shoehorn an idea" onto these new networks. Digital marketers should recognise that in the increasingly fragmented media landscape, brands should use disruptive marketing methods less. Instead, marketers be aiming to draw the consumer in to cut through the ever increasing noise.
In an apparent criticism the increasing trend towards more intrusive online advertising, Johnston says "digital media is as guilty of hijacking peoples attention as any other media... when brands stop targeting, and when they start attracting, then they will see the benefits of digital media"
Larger display ad units, site overlays, and other disruptive marketing have become more and more common online, and Australian's are getting wise to the marketers tools of trade. A recent Ipsos Mackay Advertising report found that consumers are increasingly savvy about the techniques marketers used.
Dr Rebecca Huntley, director of research at Ipsos Mackay said: “Consumers claimed they could outsmart advertisers and remain immune to their influence. Discussing the various tactics they used to manipulate their exposure to advertisements, consumers sometimes succeeded in eliminating them altogether.”
With this increased awareness, online marketers will have to be smarter in how they reach consumers in the future. Using pull, rather than push techniques. Social media will be a large portion of this, however it is probably not for everyone. As Johnston notes, the only way to truly understand social media is to participate, which requires significant effort and time.
You can watch edited portions of his address below. You can also view other videos from the event on the DNA09 website.
Part 1
Part 2
Part 3
