bentley tech
‘Ello Digital – What’s it all about?!
Today I headed back to Millennium Spur for the ‘Doing business in the digital age’ seminar at ‘Hello Digital’. Without thought seeing the billboards, reading the booklet and actually attending the event – I’m bemused as to the aim of the whole fad. The brochure claims:
“Hello Digital is The Midlands first digital feast, celebrating the awe inspiring possibilities of the newfangled world”
Right, in over-blown marketing utter, I guess that could sound impressive. But, in the material world of inner-city Birmingham, that’s empty, absurd – and smells quite a lot of bovine bio-fuels. It’s a model mish-mash of conferences, announcements and events, featuring all sorts of not strictly related technologies – with what must be wildly differing aim audiences.
But anyhow, whatever the point was, you can’t put together the efforts of the people on the ground for getting it all together.
‘Doing occupation in a digital age’ was however completely the naughty title for what I witnessed – it was almost wholly ‘online marketing in a digital age’ – which is only one part of the mammoth digital possibilities for business. Let’s a moment ago assume that someone devised the title sometime before they lined up the speakers.
The first tub-thumper, Cadbury’s Joy Armitage, explored her train’s digital marketing set-up in pillar of the ‘Cadbury Gorilla’ TV advert. I was inception to get a little bored of the “gorilla, gorilla, gorilla” variety of the presentation, but I never did like that ad. However, Joy did come up trumps by in point of fact offering some non-gorilla handling par to the audience.
This was centred around the power of letting people use your digital marketing felicity/assets themselves, to help spread the little talk virally via all the networks people see to to have, at work, with friends and via the internet. She also well-known that the content had to be good, as people’s own name was at stake if they recommended things to their peers that weren’t well received. Clearly lots of people liked getting Cadbury gorilla junk on their phones/emails. Noooo!
Ourselves, a slab of Dairy Milk is a console food thing – and a million miles away from radical drumming moments. Peace, temperate, warm and cosy……mmmmm…..chocolate. Label is in the eye and mind of the beholder – not that marketing people like to see it that way.
The next keynoter, who’s name I didn’t note, seem to have enchanted a ‘how to alienate your audience’ definitely before the event. A smug joke about him owning a Bentley proceeded a very tedious and extended slide-show of web-based interactive things his following had worked on for various people – a very inward pensive presentation. If there was a nugget in the waffle, it was that website symbol ads don’t work and you need some gentle of interactivity in them to engage people. Hmmmm, so if important ads don’t work, why is the web full of them?
Under questioning from the chairman and the audience, both Joy and “Mr Bentley” hinted at the uncanny technologies they have for tracking usage of viral gizmos, etc. Either they were making it up, or there’s some big sibling stuff embedded in such things. They both also observed how the smash of many aspects of digital marketing can be accurately monitored, by such things as web See trade and click-through rates. In print, you can at A-one guess at how many people might have noticed your efforts.
The panel didn’t do so well when asked by discrete members of the audience about the non-tech savvy members of haut monde. “Mr Bentley” in particular seems to live with the hallucination that everybody has broadband at home and that everyone works in an part with access to the internet.
Well “Mr Bentley” - according to the latest direction statistics, 65% of households had internet access in 2008 – and I’m predisposed to bet that there are quite a few people even in those households who don’t be aware or care about digital anything. Although he didn’t seem too fussed about the less well off and the less well scholarly.
Then again, neither does Birmingham City Directors or Advantage West Midlands…..their head for honcho’s will all be enjoying a Hello Digital, taxpayers picking up the tab, fete.
Not impressed.
Bentley Technology Precinct
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