DYING A DIGITAL DEATH / BY TONY HÖGQVIST

19 August 2010

In the first of three articles, Tony Högqvist, creative partner at international creative agency, Perfect Fools, sounds off about those eroding the good name of all that is digital

Source: News
Tags: Perfect Fools; Digital

There are those that think the finite nature of death does not apply to the digital format. They envision it as like the mythical phoenix: able to ignite in an impressive display of self-sacrifice, and emerge reborn. They are wrong. Digital is dying. Marketers shouldn't be fooled in to thinking digital will redeem tired campaigns. There's a growing disconnect that it's a single discipline. As a term it means many different things, even within advertising. As a result, the core principles of digital are being severely compromised by both brands and agencies keen to showboat rehashed campaigns. The time for navel gazing is over. It's time to address that which is killing digital and salvage what we can from its pixelated ashes.

Creating Digital Ghettoes

With the limitless possibilities that technology offers, it's tempting to do things just to get a kick out of the technology - 'wouldn't it be cool if.....' That's all very well and good in the techno-slum of the digital city. However, the reality is that denizens of this run-down neighbourhood are trapped in a vicious circle. They can't wean themselves of technology, so it becomes an all-encompassing part of their existence. Every piece of work created has to be visible on the latest kit. Because that's what makes brands innovative - right?

This is sin incarnate: a recipe for heavy, overcomplicated work. New technology is not necessarily great technology. Take iPhone apps and social media. The problem is that these platforms are becoming more important than campaigns themselves, limiting what could make ideas more engaging.

Since its launch in April the Apple's iPad is the technophile's latest idol of covetousness. Sales total around three million units to date. The number of iPad apps is rumoured to total around 3,000 and counting. However, you have to wonder whether there should be some form of vetting process in place when you consider just how ridiculous some of these apps really are. For example, there's the virtual box of chocolates users are asked to pay 99c for - not a charity initiative, just chocolate you can't eat. Similarly, there's the app that showcases some prime examples of Japanese vegetables - 24 slides of the finest. That's it. Whether marketing-orientated or not, the fact is that the technology remains seductive, and the rule book remains open to abuse.

However, it's not just developers that are misusing technology. While Steve Jobs' recent assertion that Flash falls short when used in mobile devices may well be true, the fact is it remains a core development tool for cross platform content creation. This of course makes perfect business sense for Apple, but in terms of the effect on the user experience, imposing limitations of any kind could ultimately have a damaging effect.

Misuse of technology in this respect means saturating the market with the same sort of thing time and again. When people talk, they discuss what's new and innovative - things that resonate with them. When digital plays to these concerns too closely, it fails to launch.

www.perfectfools.com