Archive for 24 March, 2008
digital wins with winds of change
Upon reflection, it strikes me that my ranting about the weather actually leads on to a relevant point.
The web has obviously made responding to change much easier – for example my gardening client has pay per click campaigns queued up on google just waiting for the right weather conditions to arrive.
But its rare to see a DIY shed buying up the nearest 6 sheets as the first flakes of snow begin to fall to point out that they stock rock salt. Or a wet bank holiday weekend 
resulting in the local cinema taking out a more prominent ad in the local paper. Those media options would be ideal, but traditional media is too slow. You just can’t turn offline communications round fast enough. And that’s where online media will always win.
In the right hands, digital media can be truly reactive. Which I suppose begs the next question – will online media have to become a 24-7 operation to service this?
