"Tradigital, in my opinion, means using traditional marketing methods in the digital space. For example, creating an advertising campaign and "extending it digitally" usually ends up as a checklist. Micro-site? Check. Online banners? Check. Social media? Check. Mobile? Check. But these days, I'm thinking digital people have even tougher challenges than our traditional cousins. And "tradigitalists" may have it toughest of all. Why? Because some of us on the digital side have become just as set in our ways as our traditional counterparts."
It's time to come to terms with how people really use the web (hint -- it might not be to figure out your experimental navigation) and how we can harness the true power of digital. Digital marketing doesn't need more tradigital creativity -- it needs more creative problem solving. It just might be time for the industry to reboot.
(David Armano, Adage.com, 25.07.08, http://adage.com/digitalnext/post?article_id=129897).
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