THE PHILIPPINES, OCTOBER 28, 2011: Raw School’s third session made a splash with NetBooster Asia ECD Dino Ocampo as he took his students to a digital dive. Showing example after example after example of online and digital campaigns, Ocampo highlighted the power of digital, its growing potential, and how the face of advertising has changed over the years.
“Digital is the first mass medium that lets you experience a brand even if you don’t have it yet,” said Ocampo on the newest, most promising platform for advertising and marketing.
But even as the digital age provides a wider spectrum of stunning visuals, Ocampo stressed on a very important point: “Before advertising, there was conversation. Advertising is no longer about just display.” It is as important to have interesting and compelling campaigns as to create a point of conversation through ads. Advertisers and marketers can also be more effective and efficient by playing up the medium’s interactivity. If you are going to use digital, Ocampo advised to “create experiences, not just messages”.
It is often easier to come up with content over the internet. With so many how-to’s and tutorials available online, consumers themselves can create their own content that can possibly compete with the content provided by advertisers. To counter this effect, Ocampo has one tip: advertisers should be able to give more than what the consumers can offer to other consumers. “It’s just three things: we should be able to entertain them, help them, or connect them.”
“Popular culture in the new era will be defined by two things: integrity and karaoke,” said Ocampo, quoting Malcom McLaren, manager of the UK rock band The Sex Pistols. Integrity because it is impossible to hide anything from the consumers in the digital age, and karaoke because, as Ocampo worded it, consumers will always want to be involved in everything – even the content that has already been provided for them. It is that karaoke factor that you advertisers should be aiming for.
And what is the best to achieve it? “Great business integrity can transform a product into karaoke,” concluded Ocampo.
