Specials

Digital is nothing, says Havas Media’s Tom Goodwin

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/08/29/Untitled-1_0.jpg?itok=YHloLzle

NEW DELHI: Tom Goodwin is not happy with the way marketers have abused the word ‘digital.’ In fact, he doesn’t want the word to be used at all. To the roomful of marketing enthusiasts gathered at Zee MELT 2016, who anticipated a lecture on cutting edge technology and the disruption it brings to the brand world, this 37-year-old SVP of strategy and Innovation at Havas Media said: ‘Sorry, no change.’

“Things have never changed so fast before, but it will never change so slowly again. If you look at the daily everyday lives of people in suburbs, not everything is changing. While it’s important to look ahead, we need to pay more attention to what is not changing,” Goodwin made it clear.

One needs to be mindful of the human behaviour that has evolved from centuries, that won’t change so easily.

Through a number of pictorial slides, Goodwin then took the audience to a time before the industrial revolution to point out how that big change had effected how we function, and its implication in the new world of disruption.

Giving the analogy of how power plants looked almost the same before and after electricity was discovered, Goodwin implied that technology can be embraced at surface and at deeper levels. Only when the latter is done that real efficiency kicks in a system.

Putting it in context with the current ‘digital’ onslaught, “currently businesses are trying new technology only at the fringes. Whenever something new comes up, they are tacking it on their existing system without rebuilding the entire structure,” Goodwin said.

Goodwin then cautioned creative agencies from celebrating their so called ‘digital ads.’ “Simply sticking a TV ad on a pre roll before an online video, or publishing an ad on an online portal doesn’t make it digital. There is nothing new about using the same old ideas in different devices,” he said.

Calling the current use of technology in marketing as a ‘digital garnish’ done mostly for PR attention rather than serving a functional purpose, Goodwin called said businesses were getting complacent on using digital in silos or add-ons.

“That Dominos ad with drones delivering pizza was an attractive piece of content but we still await a drone to deliver pizza at our doorstep. British Airways went all high tech and introduced Neuroblankets that would gauge its passenger’s emotions for collecting data, when its website doesn’t have an email address to write to! That’s a perfect waste of marketing spends when the same purpose could be served if they get their basics right,” Goodwin advised.

In order for business to get these basics right, Goodwin suggested a few pointers. To start with “we need to stop getting awed by digital like we are still in the 90s, as if it is some place to go to. In today’s world there is no concept of ‘online’ or ‘offline.’ An 11 year old boy who has grown up with Internet, doesn’t go to shop ‘online on his smart phone’, he simply shops. Marketers need to understand this concept of ‘disappearing of digital world,’ and stop introducing new ‘digital arms’ in their respective organisations,” Goodwin explained.

“People really don’t care about how a product gets to them, they don’t want to understand what is radio, print, digital, display, out of home, television or streaming, so marketers too should stop overanalysing over the different channels,” he said.

Marketers should be mindful of the new realities like virtual reality augmented reality, chat bots and even AI; but ensure that technology or tools aren’t limiting their imagination and growth. “There is a famous saying that goes ‘we shape tools and then they shape us.’ Hotel lobbies still use a giant desk to separate the consumer from the staff, when it was a product of pre digital age and can be done without off now,” cited Goodwin.

Goodwin sees huge potential in the use of anticipatory computing in advertising where contextual information on how a consumer lives his or her day can help brands target them with meaningful and relevant advertising. “The goal of an advertiser is to make people’s life easier. Brand building can play a huge role in this. Advertising should help us navigate through life not woo us at points with cool tech toys,” Goodwin opined.

Lastly, Goodwin left the room with a thought: Digital is nothing. It is vital but noticeable only through its absence. This mad race to add another ‘digital’ silo to our business isn’t challenging any system, but following it. No changes there.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/25/miptv%20%281%29.jpg?itok=wl-E69cK
MIPTV: Digital fronts to showcase latest programming alongside content creation brands

MIPTV 2017 will put a special emphasis on the new generation of digital content studios aiming at engaging with audiences as part of the Digital Fronts showcase.

Specials Event Coverage Miptv
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Shridhar%20Subramaniam%20and%20Thomas%20L%20Vajda.jpg?itok=c1HuYYXL
FICCI FRAMES: Legitimate screens, stricter laws, best practices for IPR

MUMBAI: A National Intellectual Property Rights policy is a healthy prescription for the creative industry that seeks to provide an enabling framework for monetisation, protection and enforcement of copyright, but this can only succeed if there is robust law enforcement in addition to more punitive...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/FICCI_Frames_2017%20%281%29.jpg?itok=bavvvr9c
FICCI Frames 2017: Birth of other mediums cannot kill traditional TV

MUMBAI: The fast changing scenario and the content ecosystem have gone through a significant change over the years and are keeping all the production houses and the broadcasters on their toes. The 'Grammar of the new TV content' on the second day of FICCI FRAMES 2017 was discussed as experts from...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Aranb-goswami-ficci-800x800.jpg?itok=-EJIhzkv
Arnab Goswami: Best time to enter news market when there's no leader

MUMBAI: Whether off screen or on screen Arnab Goswami is a passionate and animated speaker, though some would say he’s given to histrionics. "The best time to enter the (news) market is when there is no leader," Goswami said with his trademark flourish, barely few months after leaving Times TV...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/raj%20%281%29.jpg?itok=-NRkQv4f
'Make piracy an economic offence, good cos 'badvertise' too'

Protection and enforcement of copyright continues to remain a challenge for the Media and Entertainment industry. According to estimates, rogue or pirate sites earned 35 per cent more revenues than the Indian Film Industry in 2016.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Brijesh-Singh.jpg?itok=xj2jjHJI
FICCI Frames ’17: Maharashtra to form IP crime unit to fight online piracy

MUMBAI: Well, well. The Indian media industry and the government are finally getting serious about content piracy. After Telangana Intellectual Property Crime Unit (TIPCU), Copyright Force and the government-mandated Copyright Board, Maharashtra state is all set to get Maharashtra Intellectual...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/FICCI_Frames_2017%20%281%29.jpg?itok=n-qaHXPv
FICCI-KPMG report: Rural India fuels digital consumption; FTA channels gain prominence

MUMBAI: The ‘Bharat’ story strengthened with expansion of rural measurement in TV and 4G data price wars deepened digital consumption, which were spurred further by mobile Internet and smartphone penetration. While print and films segments were supported by growing demand from the regional markets...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/FICCI_Frames_2017.jpg?itok=mUqT5idy
FICCI Frames 2017: Stakeholders feel regulations cripple monetization

MUMBAI: In keeping with the tone set in the morning about the changing scenario as far the political climate and censorship were concerned, every participant was keen to hear what the Government had to say about this on day one of the FICCI FRAMES meet here.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/FICCI_Frames_2017%20%281%29.jpg?itok=bnqpprsI
FICCI-KPMG report projects TV sector to reach Rs 1166 bn by 2021

The year 2016 was a mixed bag for the Media and Entertainment (M&E) industry. The sector is projected to grow at a faster pace of 14 per cent over the period 2016–21 with advertising revenue expected to increase at a CAGR of 15.3 per cent, according to a report released today.

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories