Living in a Digital World

There was a consistent consensus among all of the agencies I had the opportunity to visit; there is no such thing as a digital strategy anymore because we live in a digital world.

The challenge we face now is figuring how to best use digital innovation to extend the brand’s reach and expand the consumer’s experience with the brand. Ultimately AI exists to extend the human ability in order to make our lives easier, it is designed to be seamless and work within our daily lives as consumers. As technology advances, agencies are having to navigate how brands fit into consumers lives without being creepy or making consumers feel the need to opt out.

As 5g enters the landscape it brings even more challenges for media planners because it will increase the speed of digital communication. It will also make streaming videos so fast that it is almost equivalent to having the media downloaded to your device. This will change the landscape of cable companies and the way we consume media. With the changes and increased use of digital communication and technologies, there is a massive amount of data that continues to grow. This data is changing how and who brands choose to communicate with. For example, media placement on Amazon is increasing because of the unique opportunity for brands to interact with consumers at the point of purchase, using the consumer data from prior purchases. As technology advances and the way people communicate and live changes, it will continue to change the advertising landscape.

We are living in a digital world where consumers are demanding more from brands and have more power than ever. Agencies are having to find innovative ways to reach consumers and use data to prove the positive impact of the work produced. There is a vast amount of challenges and opportunities in strategy as we enter the advertising industry, and after hearing the variety of agency perspectives on the issues facing the industry, I am excited to join in on solving complex problems using innovative technologies in order to deliver a positive impact on behalf of brands.

-Kate Miller

5.15.18