April 22, 2009

Smart thinking on low budgets


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At first digital agencies struggled for big budgets – especially compared to traditional advertising agencies. Online campaigns would have to be developed on a fraction of what would be spent on a TV. Crumbs from the table. Over the years things changed but in these lean times digital agencies have been able to adapt more easily to lower budgets since it wasn’t too long ago when that’s all they had. In this Adweek article we can read about some examples of this. Using low-cost platforms these agencies have been able to create engaging customer experiences that are all about great ideas rather than flashy content. Using blogs and social networking tools gives agencies “the ability to produce new work during a time of scaled-back budgets”. Of course there are still brands that must deliver a rich Flash site so as not to disappoint their audience. The new Coke Happiness Factory site is a perfect example of this.

Until the economy improves digital is going to continue offering the most effective and measurable way to connect with customers. Before an idea had to work across all media – now it should adapt to all budgets without losing its power.