Commentary

From Digital-First To Digital-Everything

It’s been 10 years since Adam Burnham defined the term digital-first as a manifesto for the publishing industry: “Digital First in its essence is a concept built behind content and audience. As a local news medium, we must deliver our content to our audience using the quickest means at our disposal. No surprise that those means are digital, hence digital first, print last.”

Since then, marketing and advertising have adopted the digital-first nom de plume for modern marketers as they moved headlong into big data, social media, digital advertising, native apps and content marketing.

But in 2020, the marketing mix turned into a party of one, with marketers moving from a digital-first goal to a digital-only reality in a matter of weeks. And this shift has major implications for brands.

Beyond digital-first

When the pandemic struck, most of the world shut down with the exception of digital. Within a few days, the concept of digital was forced to grow up fast and begin to deliver on the promises it’s been making for decades. 

advertisement

advertisement

While those growing pains will be felt through every industry and economy of the world with some thriving and others failing, it’s not industry but people that will teach us the lasting impact of this moment in time, and help to illuminate the “new normal.”

Dispelling the digital loneliness connection

From generational studies to news headlines, there’s a well-trodden insight that rears its head when you most expect it. You’ve definitely heard it (if not written it yourself): “Digital has allowed us to be more connected than ever, so why do we feel so alone?”

The pandemic, however, has shown that it’s not digital that’s causing loneliness. On the contrary, with the opportunity, time and WiFi connection people are using digital technologies and platforms to connect with family and friends in droves. Indeed, people are using digital to force authentic human connections in new ways -- and they’re going to continue doing it with or without brands.

The role of brands in digital – from disruptor to ally

Digital has democratized creation, collaboration, and distribution, putting a consumer collective in control. This means the digital space isn’t an arena for brands to invade, own, or even disrupt. Rather, it’s a space that consumers can invite brands into – provided those brands offer the right kind of value.  That’s not to say that brands don’t have a role – consumers are in control, but they crave allies, co-creators, sponsors, and champions. When brands are at their best, they are a tool for self-expression.

Brands will need to forge their own unique paths through the “new normal.” The brands that break through and become legendary will be the ones that consistently strive to better understand this evolving consumer relationship with digital platforms, communications, and technology.

The bottom line

What many marketers call digital life has become just life for most consumers; smart marketers will follow their lead.

Next story loading loading..

Discover Our Publications