Tuesday, April 03, 2007

The 5 Tenets of Digital Mindchange

The other day I was asked if there were any tenets that one needed to follow, or believe in, to go through a Digital Mindchange. In other words, to stop thinking like a Traditionalist when it comes to advertising and to start thinking like a Digitalist.

To be honest, I hadn't thought about it that way before. But upon reflection, it became apparent that there are some beliefs that need to change if advertising is to smoothly transition into the digital marketplace.

I came up with five.

1. In the digital marketplace, time spent with a piece of advertising is more valuable than the number that see it.

2. In the digital marketplace, people aren't skipping advertising. People are skipping interruptions (which more often than not, just happen to be ads).

3. In the digital marketplace, the only way for advertisers to regain control is to give the viewer complete control.

4. In the digital marketplace, accountability is the new creativity.

5. In the digital marketplace, failure will no longer be lucrative.

What did I miss?

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