“Clients just don’t get digital” is an often heard statement made by many from both the traditional and newadvertising agencies, media agencies, digital design houses, digital advertising technology providers, and digital media outlets.
It’s a statement that has been muttered since almost 10 years ago when I first started dabbling in digital businesses,marketing and technologies.
But are they right to make such a statement?
Here’s my take: I think it’s too sweeping to say all clients, marketers and communications professionals, don’t ‘get’ or see the true value of digital businesses, technologies and operations. BUT I do agree there’s a sizable number of those here inAsia, which isn’t surprising considering that the IT and Internet are still in early adopter stage in many developing economies.
Where does the fault lie? Quite honestly, it often lies with the people behind the above mentioned firms. They have some issues juggling their business interests and being truly client-centric. Here’s what I mean: