Wednesday, 15 June 2011

Giving the bird to digital

Penguins are an endangered species according to federal Minister for Small Business, Nick Sherry, who yesterday forecast that online shopping would wipe out general bookstores within years.

‘I think in five years, other than a few specialist booksellers in capital cities we will not see a bookstore, they will cease to exist.’

According to The Age, representatives from the bookseller industry were ‘gobsmacked’ at the Senator’s comments.

But I wonder why.

Were their heads stuck in a first edition War and Peace when news of Angus & Robertson and Borders broke?

Still, I don’t necessarily agree with Senator Sherry just as I don’t agree with the demise of direct many digital evangelists have predicted over the last decade.

In fact, in the ever-expanding online world, offline communications will become even more cherished and effective.

And for a simple, human reason – you can touch it.

Nothing compares to that feeling of buying a new book, pages unturned, spine unbroken and the anticipation of getting home to begin unravelling its secrets.

Navigating the newspaper on your iPad doesn’t bring the same joy as exploring a pristine copy of the Sunday paper over a coffee in your local cafe.

Equally, receiving a crafted piece of direct mail, produced with metered copy, paced art direction and perfectly weighted stock, cannot be rivalled by an eDM.

It’s the difference between high tech and high touch.

The difference between Corey Worthington and a Facebook party invitation, and Catherine Middleton and a Royal wedding invitation.

Digital is perfect for delivering information with high utility but may not be the best for conveying a message of high emotion.

So take a page out of THE DM GROUP book and consider the most appropriate medium for maximising the effectiveness of your marketing message.

It’s not always the newest.

Sometimes it’s a classic.

Stephen Flewell-Smith
Business & Creative Director
THE DM GROUP