What on earth is DIGITAL?

Our guest blogger this week is our interim Snr. Digital Project Manager, Raheela Yasin.

I have worked in marketing for a long time….and now I have been described as being too DIGITAL by some people in the marketing world. Before I worked in Digital – I was never told that I was too Direct Marketing or Sales Promotion (I must say, I do miss the smell and touch of print).

I accept that things change and evolve, and technology is now part of our everyday lives. Businesses have had to adapt to meet the needs of consumers – and I have had to change the way I think with the times too, in order to service my clients.

My big question as I watch this industry grow is ‘How am I too digital?’ Let’s explore this subject. Google’s definition of Digital…

dɪdʒɪt(ə)l/
adjective
adjective: digital

(of signals or data) expressed as series of the digits 0 and 1, typically represented by values of a physical quantity such as voltage or magnetic polarisation.
relating to, using, or storing data or information in the form of digital signals.
“digital TV” involving or relating to the use of computer technology.
“the digital revolution”

(of a clock or watch) showing the time by means of displayed digits rather than hands or a pointer.

relating to a finger or fingers. Origin

Which of these is relevant to me? Ok so I work with, in very loose terms, ‘computer technology’ I support and work with clients to bring their brands to life online and creating customer/end user experiences to communicate. I am never too far away from my laptop or iPhone, if that counts. Many businesses talk about going digital or being digital – these are some the phrases that have left me puzzled. Digital has so many different meanings to so many people in the industry – CRM, Social, Content, Video, Websites, Banners, Paid Media, Apps, WhatsApp, PPC, Analytics, Big Data, VR – I am sure this list doesn’t just stop here.
The focus should be on finding a solution to a business problem no matter whether it is online or offline, bringing to life that customer experience and understanding their online journey, where do they go and what do they do, how does that give you a return. This is what I do – problem solve – we all do it whether you’re a developer, designer, copywriter or client’s services extraordinaire!
I am not digital there I have said it…I am a thinker and relationship builder. I understand and love technology and communication channels whether it’s online or not to tell stories. Let’s ditch the buzz words, stop being ‘digital’ and just think.

Claire Critcher

6th April 2017