Marketing in a Post-Digital Society: Beyond Google

Digital advertising continues it´s exponential growth fueled by addiction to metrics sch as CPMs and other “Small Number” Metrics. Perhaprs it is the perfect time to take at the “BIG NUMBERS AGAIN”?

While investing in digital giants like Google or walled gardens such as Facebook is seen as a safe bet, just like using broadcast TV alone was in the 90s, it is not going to make any brand really different or launch an iconic brand that we can all fall in love with for generations to come.

post-digital media agencies now challenge this notion. The effectiveness of marketing strategies should not be dictated by the ease of measurement or the allure of cost-effective metrics. Instead, the focus should shift to a more holistic view of marketing effectiveness, one that accounts for the nuanced ways in which different audiences engage with media.

The Dominance of Google in Digital Advertising

The digital advertising sphere has seen notable growth, especially in regions like Europe, with a 9.8% increase in spending, reaching €86 billion in 2022 according to the IAB Europe’s AdEx Benchmark 2022 study. This surge largely stems from investments in platforms like Google, driven by the allure of metrics like lower CPMs. It is the modern version of “stick it on TV". In the 80s and 90s, no one was ever fired for recommending a national TV campaign. Nowadays no one will ever get sent home for recommending Google.

This lazy “who cares, I want to go home on time” attitude is well-known and documented: and is probably more dangerous today than ever.

The Limitations of Traditional Digital Marketing

Traditionally, brands have relied heavily on these digital advertising platforms, particularly Google, to drive their marketing strategies. This reliance is often driven by the tangible, measurable nature of digital metrics such as CPMs. However, this focus can narrow the scope of marketing strategies, leading to an overemphasis on transactional data and short-term gains. As digital spaces become increasingly saturated, the effectiveness of these traditional methods is diminishing.

The Essence of Post-Digital Media and Marketing

The post-digital era is characterized not by the absence of digital technology but by its ubiquitous and seamless integration into our lives. In this context, digital marketing is no longer an isolated or innovative branch; it is an integral part of a comprehensive marketing strategy. This shift implies a deeper understanding of consumer behavior, where the boundaries between online and offline experiences are increasingly fluid.

Post-digital media agencies are at the forefront of this transformation. They harness the power of digital tools while understanding that these are merely part of a broader marketing ecosystem. This perspective is crucial in creating marketing strategies that are truly resonant and effective in today's complex media landscape

The Convergence of Old and New Media

In the post-digital era, there's a growing realization in the marketing industry that the division between 'old' and 'new' media is artificial. Consumers do not perceive media in silos; they seek content that entertains, informs, and offers choices, regardless of the platform or format. A post-digital media approach understands this convergence and crafts strategies that bridge the gap between traditional and digital mediums, creating a cohesive and engaging consumer journey.

This convergence also reflects in how brands and agencies allocate their budgets. While digital platforms, particularly giants like Google, offer attractive, mainstream metrics like lower CPMs, these metrics alone do not equate to marketing effectiveness. Post-digital brands now look beyond these surface-level achievements, focusing instead on deeper, more meaningful metrics that reflect true engagement and ROI.

Media and Marketing are influencing how people make choices. In essence, this means our overall objective is that more people choose a brand, on more occasions - alone or as part of the selection on their personal menu.

The Resurgence of Analog Media Channels and formats, combined with digital and Live Experiences

Contrasting the paid digital advertising narrative is the remarkable resurgence of analog media formats such as vinyl and cassettes. Last year, US vinyl sales soared, while the UK saw a 94.7% increase in cassette sales, indicating a growing preference for tangible, authentic experiences in music. Furthermore, the live music industry was expected to reach a staggering $48.8 billion in 2020 and delivered a further 13% on top, highlighting a cultural shift towards experiential events.

This trend is particularly evident among younger generations who, after the global pandemic, find live experiences to be the most exhilarating moments, fulfilling their desire for genuine human connection.

Biometric Evidence of Live Music’s Impact: Emotions and Recall

Biometric data from live music events reveals an increase in emotional intensity, attentiveness, and bonding, emphasizing the deep, lasting impact of these experiences. This heightened emotional state offers brands a unique opportunity to connect with consumers in a more meaningful way. When audiences are emotionally engaged, they demonstrate a 63% greater likelihood to connect with brands, suggesting a ripe environment for building lasting relationships.

Integrating Brands into Live Experiences

Post-digital marketing strategies advocate for the integration of brands into live experiences in an authentic and meaningful way. This could involve next-gen endorsements and new-breed sponsorships that align with the event's ethos, but especially with the values of the communities around the; immersive brand activations that enhance the collective, shared experience, or digital extensions such as VR or Dynamiv Contracts, NFTs, and Web3 that expand the reach of the event into the daily life of fans, artists, sportpeople, and the associated brand.

Example: Digital Media and Content Across an Event Lifecycle

A critical aspect of post-digital marketing is the strategic use of digital media and content throughout the lifecycle of an event, both big and small. This approach entails curating digital experiences before, during, and after events to create a continuous narrative and engagement loop with the audience.

Before the Event: Prior to an event, digital media serves as a tool to build anticipation, disseminate information, and foster a sense of community. This could involve social media campaigns, teaser content, and interactive digital platforms that offer a glimpse into the upcoming experience.

During the Event: At the event, digital media enhances the live experience through real-time updates, social media engagement, and immersive technologies like augmented reality. This integration ensures that the event is not just a physical experience but a digitally enriched one, accessible to a wider audience.

After the Event: Post-event, digital content plays a crucial role in sustaining engagement. This could include sharing highlights, behind-the-scenes content, and user-generated content to prolong the event's impact and keep the audience connected to the brand and experience.

This holistic approach to digital media and content ensures that every phase of the event contributes to a cohesive brand narrative, deepening audience engagement and enhancing the overall impact of post-digital marketing strategies by allowing rich environments where most products and services can be tried for the first time by potential new customers or re-assessed by those lost to competitors.

The Strategic Value of Brand-Owned Platforms and Building In-House Communities

In the realm of experience-centric digital marketing, the emphasis on brand-owned platforms and channels is paramount. Brands are increasingly recognizing the value of cultivating their passion-driven communities, as opposed to relying on second and third-party-owned earned and paid media. This shift entails a deeper investment in developing proprietary platforms where people can engage directly with the brand, enabling an honest, trust-based more authentic, and natural environment.

By building these dedicated communities, brands can move away from the ephemeral nature of spending on clicks, likes, and fans on platforms they do not own. This approach not only ensures a more sustainable and engaged audience base but also provides richer data insights stronger brand purpose, a better approach to ethics, and narrative control.

In turn, these in-house communities offer a long-term strategic asset, enhancing brand loyalty and creating a foundation for ongoing, meaningful interactions with consumers.

Thanks for reading: comments/contributions/additions are very welcome!