We figured someone had to define “digital advertising” for 2009. Many of the holding companies are using the word “digital” when in fact what they are doing is not even close. The advertising agency holding companies have made very little investment in digital. What they call digital is Flash and Photoshop, what the client is asking for is SEO and SMO.
These are wildly differing disciplines.
SEO and SMO firms don’t view Flash as digital marketing or advertising, not by a long shot. They complain that Flash does not spider in the search engines properly, requires plugins and is virtually useless for client ROI. To make matters worse, it doesn’t even render properly on many mobile devices.
Advertising Agencies are focused on flash because it’s the closest they can get to a “shiny new site” that mirrors a “killer” TV look as possible.
Virtually none of the ad agency holding companies have invested in the first discipline but have extensively invested in the second leaving a gaping hole in their capabilities. It’s a shortfall of extreme measures.
So next time an agency pitches you, ask them to define digital… if you get answers that don’t include SEO and SMO… keep walking.. because what they are talking about isn’t exactly what you are.