New media? Old vs. new digital?
At a recent product launch.. Stefan Olander, vice-president of digital sport for Nike, said brands should stop focusing on clicks or “likes”.
He said: “A whole industry is stuck on trying to force old metrics on to new channels.
“Too many businesses are thinking ‘I need to sell inventory’, rather than ‘How can I add value to a smartphone, or a new device?’”
I have agreed with this philosophy for some time now. High ‘Likes’ are very 2010. Today, it’s about being with your consumer on the go, engaging with them in different ways, on different platforms, delivering sharable content and staying ahead of the curve as new technology develops - will this change in another 2 years? probaly.
(Source: brandrepublic.com)
