From my first line of HTML I fell in love. Like almost everybody, I started with two simple words loaded into a browser. “hello world”. And with that I was hooked. I could sense, right here beneath my fingertips, that the world was shifting.

And again, years later, working with “Koz Community” at IBM – a system that was way ahead of its time – I could tell that those amorphous “audiences” out there were coming together. Connecting with each other and with me. Us. There was a fusing around passions and interests that was closer to performance art than marketing.

Social media turned the screw yet again. Turning the commonplace into uniqueness, transforming text into experience, image into storytelling. It put the levers of the imagination into the hands of everyday people – you and I. And we loved it. We loved the freedom of expression. The connection. The gritty humanity of it all shone through with every update.

But digital marketing – for the most part – has remained lacklustre. But it’s not for want of trying. Having been on judging panels for various awards, I can see that great work is being done. Interesting, challenging, pushing-the-envelope-type work. But the work that is possible and the expectations of clients are out of sync:

  • Client led: Where the client is leading the innovation – looking for ever-newer approaches
  • Agency led: Where the agency works to educate, engage, sell-in and deliver the “new”.

The problem is that we continue to look towards “one-offs”. We think that “strategy” is to do with plans on paper. Or Powerpoint. Or Keynote. We don’t think of it as “getting closer to our customers”. We don’t envision strategy as a process of solving problems. And we don’t see “digital marketing” as a fundamental way to transform the customer relationship.

DH - From Media to Experience (3)

Take a look at the video below. Think about the way that social, mobile, cloud (and ultimately analytics) – the SMAC – are combining to create a transformative customer experience. See how paid, owned and earned media are coming together. But what is most exciting about this is the way that “art” or an artistic sensibility – creativity – is coming into the execution. It’s the “A” in my PANDA framework for visionary marketing.

I have said it before and will say it again – experience is the currency of your brand.

And until we understand this, we won’t fulfil the promise of digital marketing.