26 September, 2016 - 11:21 By Richard Taylor, Managing Director, Simpsons Creative

Downside to digital as silly season endures

Well, summer has been and gone and with it the silly news season.

Mind you, the way some local/regional media giants seem to be cutting their staff – sorry I meant rationalising their cost base – I have a horrible feeling that the silly season might well be with us for the foreseeable future.

Or at least until some of the owners learn that not everyone wants to be driven online, has the same lightning fast access to the web as their Shoreditch based digital agencies, or likes nothing better than to fill in a questionnaire before they’re allowed to read some riveting content such as ‘13 things you didn’t know about Taylor Swift’.

It might sound odd that an adman might bemoan the use of too much advertising, but that’s just the point. It is only perceived as being too much when it’s done badly – in the same way that websites are perceived as being slow when they’re boring.

Still, with News Corp, TMG, GMG, Trinity Mirror and Daily Mail owner DMGT in talks about pooling their ad sales in the UK, there’s always hope that they’ll make it work.

Get it right and you have interest, engagement and enough authority to steal market share from the social and search platforms that they’re losing out to at the moment. Get it wrong and no one will want to visit your site at all.

But even the best media platform can’t help some work – a point I was reminded of when asked to look over a new client’s recent rebranding exercise.

It was supposed to project warmth and encourage engagement. Instead, it looked like something created by Tim Burton for the White Witch of Narnia, on a day when he was feeling particularly gloomy.

It was as if all the joy had been sucked out of the project before they even started – give a Nazgul an Apple-Mac and you’ll get the idea.

People tend to form opinions based on their emotions first and post-rationaliae their decision with the facts that they think fit later – just ask anyone involved in marketing Brexit – so the least you can do is to appeal to the customer on that level.

Fail to do that one small thing and you might as well have stayed on holiday!  

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