Digital is no longer a new media: Sean Finnegan
Day Two saw Starcom MediaVest President and Chief Digital Officer, Sean Finnegan, presenting a strong case of emergence of digital as a potent media platform, especially in the times of slowdown when every marketing rupee is expected to work harder.
Growing importance of digital media in the brand media mix came under the scanner in Sean Finnegan’s presentation. The President and Chief Digital Officer of Starcom MediaVest Group spoke about the vast array of tools and opportunities that new media offered.
Finnegan observed, “Today, marketers are finding themselves pulled in different directions, on the one hand, wanting to control everything, and on the other hand, understanding the need to let go.” He was quick to pitch in with digital solutions to this problem as he said that these opposing forces of marketing were being brought in harmony by the said medium through the new communication tools available with new media.
He stressed on the efficacy that tools like blogs, videos and social networking offered in terms of engaging the consumer, saying they allowed the consumer’s voice to be heard and allowed the brand to respond in real time.
Interestingly, the Starcom MediaVest President and CDO claimed, “Digital is no longer a ‘new media’ as it is becoming a part of everybody’s media mix and is growing.”
Touching upon the sensitive issue of measuring ROI in digital, Finnegan stressed on the need to create new ways of monitoring ROI in digital based on consumer relationships. “It will require both qualitative and quantitative data, honed to a point that is meaningful and rich, going well beyond the click,” he pointed out.
Concluding his presentation, Finnegan said, “My belief is that digital marketing will help us find that balance, to help serve the Yin and Yang. And one of the factors that is pushing digital marketing forward, showcasing its need to help us find our centres, is the one we wish would all go away: the global financial crisis.”
