Received an e-newsletter today from the ANA. The headline boldly reads, “One in Four Marketers is Digitally Savvy: Tools for Every Marketer”. Let’s assume the other three are really savvy when it comes to TV. Wait, that will be digital come February. Disturbing.
How, do you suppose, the ANA solves the problem of making marketers digitally savvy? A series of three presentations from marketers who already display the traits of digitally savvy? Perhaps a series of three presentations from analysts or consultants specializing in the digital space? Maybe three presentations from advertising agencies who have done effective work in digital? No, no, that won’t do at all.
How about a series of three presentations from a media vendor? YES! That is it! Let’s bring Google in to tell us how to be digitally savvy! They must be a disinterested party in all of this! Doubly disturbing.