Digital is Dead (sort of):
The days of digital being treated as a separate discipline in the communications industry have ended. The once after-thought discipline is now becoming the true integrator medium of different communication channels, digital has simply become the way we do things whether online or offline.
The cause for this shift is none other than sei-katsu-sha. For them, digital isn’t a channel or a separate discipline; it is the way in which they experience things and communicate—it is simply the way they live their lives.
Currently, we are already starting to see the digitalization of life, especially in Asia. People are watching more “TV” than ever thanks to streaming services and YouTube; they are consuming more “print” through the plethora of online publications and their social newsfeeds; they are listening to “radio” via audio streaming sites and podcasts; and they will continue to seek out physical experiences that are augmented by technology that goes beyond media consumption to transactions, payments, and everyday tasks.
As marketers, this means that people won’t wait for us to be ready, but instead we will need to adapt to how people live. Accordingly, “digital” as a discipline is dead and it has emerged as a way of doing things. At Hakuhodo Digital Vietnam, we see “digital” in all disciplines and my awesome team tries to embody this in every project we work on. The digitalization of lives is here, and we at Hakuhodo Digital Vietnam are prepared for it.
Roles and titles current when this article was published in January 2020.