Traditional marketers and advertisers tend to get nervous around the word digital, as if it is a mystical being with unknown powers. Before the anxiety kicks in, consider this. Digital is just another communication medium or channel. When an artist is beginning a piece they have to choose a material on which the image goes and the medium for putting it there. An artist has choices of canvas, paper or wood. The image will be created with options like oil, pastels, watercolor or pencils. The point isn’t in the choices. An artist needs to know what they are trying to say. What is this piece of artwork going to be about?
The purpose is still the most important. In digital our image is the brand. Digital is just a choice like paper or canvas or wood. Before digital becomes an option ask yourself: What is the brand trying to achieve?
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