Digital Revolution: Can new media really change consumer attitudes and behaviours?
Ok…so it’s a popular theme. The digital revolution is quietly transforming our lives and the way we interact, learn, travel, do business, shop and pretty much the way in which we meet all other social needs.
There has been lengthy debate surrounding the extent to which we will become digitised, with everyone predicting, Nostradamus -style, a year at which we will be fully digitally literate. There have also been many ‘how to’ guides published regarding the ways in which to maximise the financial opportunities of a digital-savvy society.
However what I am interested in is attitude conversion; the ability of digital and new medias to change someone’s attitude or behaviour. Businesses spend millions, and with the publication of the Carter Report and the subsequent government investment, are set to spend millions more online…yet all we really know is who clicked where and how long they chose to dwell. We know what the industry deems entertaining and innovative, but does that simply highlight which clever creative is to be the next Cadbury gorilla with electronic go-faster stripes? How can we determine which creative, which formats and which criteria makes an execution affect consumer attitudes and behaviours?
Cadbury Gorilla
I would love to know your views on the situation and would very much appreciate your comments on either:
a) Which new media concepts have changed your attitudes or behaviour towards a product/service?
b) What was it about those concepts that was influential i.e. were they interactive/original/offer you something unique?
c) Can you recall anything you’ve seen that was perhaps clever but missed the mark?
d) Where do you think new media is really effective?
e) Where, if anywhere, do you think new media or digital formats may never work?
Your comments can be as short or as long as you like and you can either respond via this blog (just add a comment) or email me with any insights into any or all of the above at sykes.rebecca@googlemail.com
Thank you!
