Thanks to social media, the biggest challenge for brands is often less about creating the kind of technically sophisticated “immersive experiences” that digital shops have specialized in and more about crafting engaging content that people are likely to share with each other. In the words of Internet guru Clay Shirky, “Communications tools don’t get socially interesting until they get technologically boring.”
“Digital used to be this thing that was a little more computer and Internet based. You had to know coding, Flash and HTML,” said Edward Boches, chief creative officer at Mullen. “Now, what you have to understand is how consumers behave in relationship to content, community, technology and media.”
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“Closing the Tech Divide”, Adweek (via dtdigital)
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