There is a great deal of talk about digital in Pakistan’s marketing and advertising world. Every day I hear a new client who says “digital is big” and a new agency that says “we have opened up a digital wing.” Adding to all this are the technology-driven companies, which were the first to offer the ‘nuts and bolts’ solutions to the digital business (designing websites and bringing on developers, etc.), and somehow today they find themselves at the forefront of the so-called digital revolution in Pakistan. Then you have several small social media shops around every corner in Pakistan.

Do all these initiatives suggest that as far as clients are concerned, their digital puzzle is solved?

I don’t think so!

The fact that digital media is big, is old news. What is new is the fact that digital is just another medium. Like the mediums that came before it; like print, TV, radio, outdoor, activation, etc.

Digital is another avenue that affords marketers the tools to do the same thing they have always done; selling brands by building awareness, interest, trial and loyalty.

However, the sense of urgency I see at both client and agency ends to start using all these digital tools makes me smile. I often hear clients asking: “Why don’t we set up a Facebook page; everyone else is doing it.” Or, “Why don’t we open a corporate Twitter account?” Simply because these options are available doesn’t mean people have to start using them.

Digital right now is a fashion in Pakistan. I see people using digital to show-off and demonstrate that they are up with the trends. Without realising that fads come and go and what sustains fashion year on year are the classics. Thus when I see clients going digital for the sake of it, I can see where they are headed. Into a dead end! The same goes for agencies. Most of them are going into digital for ‘revenue reasons’ as they face pressures on their traditional sources of revenue (creative and media). To generate more money they have opened digital wings because clients are now willing to put money into digital irrespective of whether they need to or not.

A funny chain reaction is happening here!

So when I say that I am not into digital, I mean I am definitely not into this kind of digital.

People are not doing enough to understand the digital medium and gain insights regarding people’s behaviour when in a digital environment. Yet, this is what I am doing. Understanding the medium as best as I can and then testing ideas and slowly working my way towards a better digital future for my agency. No, my agency does not have a digital wing. I believe that for digital to grow, it has to be the heart of the agency, not just a wing.

So what do we need to know about digital as a medium?

Simply that digital is a medium that can ‘amplify’ anything worthy of ‘being social’ – worthy of being shared by people. Any digital effort will put your brand into the hands of people who can turn it into gold. Or turn it to dust.

So what do people amplify? Think about the last photo, video, text message you shared with someone you know. Then think about why you did it. What was so nice about the photo, video or text that compelled you to find time in your busy life to share them?

And the answer is ‘social creativity’. This is the key to success in the digital medium.

Creativity is the biggest force in business and today I want to use creativity to develop ideas that people want to play with, participate in and pass on. Ideas that connect people with people, not just people with brands.

We call this social creativity. Great ideas create a social reaction. And we aim to do just that. Be social and create social reactions.

Shoaib Qureshy is CEO, BE DDB and Bulls Eye Communications.

shoaib@be.com.pk