The age of the silver surfer is upon us

Baby Boomers are the forgotten about audience when it comes to online marketing according to a recent emarketer report. It’s a common misconception that Boomers are not that tech savy, but this is not the case anymore. The reality is that this audience spends more time and more money online than any other demographic. They represent one of the largest segments of the population (no less than5.2million Australians), and nearly 80% of them are online. 40% are also expected to be accessing the web via mobile devices by 2015 meaning there is a huge and lucrative opportunity for those brands that are willing take the time to get to know them online.

Retired and Wired – Older Australians are embracing technology

Australia’s seniors are embracing technology in many different ways as this latest research commissioned by Telstra has uncovered.

The future of digital content (and the ads that pay for it)

In this video Jeffrey Cole, director of the University of Southern California Annenberg School Center for the Digital Future, talks optimistically about the future of digital content and the role that advertisers can play in paying for and generating this content.

Why you need a digital strategy (or know how to prepare one)

People live as much online in a virtual world as they do in the physical world. This means the digital space continues to open up innumerable and more effective opportunities to grow brand transactions and brand affinity online.

However, with these opportunities comes complexity, and traditional one-way brand communications strategy is simply not effective online. Rather, a strategic approach is required that is cognisant of interactivity, dialogue, and user-generated content as well as brand-generated content.

The social web means digital communication is always occuring, not just during campaign windows as with traditional media. This is something not covered in a standard cross-channel strategic communications plan.

A digital strategy provides an ongoing blueprint which allows us to make sense of this complexity and develop coordinated digital campaigns to achieve brand and business objectives.

So, yes businesses do need a digital strategy. The debate on why the world doesn’t need a digital strategist rages on, but you can rest assured that if your not getting your digital planning hat on, your in a spot of bother.