Digital is not a media it’s an infrastructure


Issue 03: Digital is Infrastructure


“Adapt your techniques to an idea, not an idea to your techniques.” – Bill Bernbach

Bill Bernbach may not have been able to imagine all the new inventions and technologies of our lives today, but his words may be even more relevant to our business now.

One of the reasons so many online marketing campaigns aren’t successful is because they are still approaching digital as a media. They are trying to develop messages to fit the latest technology, rather than finding or building relevance for the brand and their customers. Digital is an infrastructure. Everything in the world is connected now and there is no lack of information. You cannot fool people. You have to use this infrastructure to deliver the relevant truth of your client – that special something that brings real meaning or value to people’s lives.

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