ALEX CAMPBELL'S TUMBLELOG

The emergence of a new media system is typified by a period of transposition, where the behavioural grammar of the previous system remains dominant. The first television shows were radio shows with people talking directly into camera. The first films were stageplays that had been filmed. And the first marketing forays online took what we knew about media and branding from broadcast media and applied it to a whole new space.

But digital is different. Digital is not a channel. It’s a suite of platforms, channels and tactics that will, ultimately subsume its parents entirely. Digital marketing is not simply a new place to disperse persuasive symbols, but the emergence of any entirely new behavioural grammar, as companies and their customer begin to engage with each other in entirely new ways in entirely new spaces, where everyone has an equal voice.