BY MAC ATTACK

Is there really such a thing? Well, perhaps. I know quite a few chaps who really understand the finer points in making the web work for their clients. They know their stuff intimately, have designed various methods of measurement and do deliver results that make the clients investment in them pay off reasonably good returns.

The problem is, most of these guys are becoming too web-centric. Many assume that as long as they deliver the goods in terms of the web component in marketing, their job is done.

I disagree. I believe that technology – and this is after all what enables the web in the first place – will be the key to traditional advertising making a spectacular return to form. While the work of the newly anointed ‘hot stuff, the web gurus, are essential given the way people gather information at this point of time, the advertising industry needs to embrace another kind of person.

The industry needs a technology development and integration specialist. Every agency should have one guy whose job is to keep abreast with emerging technologies both in terms of software and hardware, while possessing the creativity and imagination to envision how a campaign can be weaved through various forms of media through the exploitation of the new technology.

It’s an indisputable fact that amateurs rule the web. Very few online campaigns can create the buzz of a fat kid lip syncing a obscure Moldavian Euro trance song called Dragostea din tei, which is now popularly referred to as the ‘Numa Numa’ skit.

According to Wikipedia, “On Newgrounds.com, Numa Numa Dance has since been seen more than fifteen million times. From there it has been copied onto hundreds of other websites and blogs. According to a November 27, 2006 report by the BBC, based on page impression figures collated by viral On Newgrounds.com, Numa Numa Dance has since been seen more than fifteen million times. From there it has been copied onto hundreds of other websites and blogs. According to a November 27, 2006 report by the BBC, based on page impression figures collated by viral marketing company The Viral Factory, Numa Numa Dance is the second-most watched viral video of all time, with 700 million views marketing company The Viral Factory, Numa Numa Dance is the second-most watched viral video of all time, with 700 million views. “

Seven HUNDRED million views! If that was an advertising spot, the client will be ecstatic at the fantastic savings made by not having to buy TV spots. Your agency might not even have to win an award, because it would be meaningless. You would have nothing to prove.

As we all well know, there is no such agency. Not that there aren’t good ones, but none that can beat a fat kid having fun and a catchy tune.

Can anyone tell me why?

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