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Digitize or Die

MARKET has asked CEO Otto Christiansen from Danish Advertiser Association about Danish Digital Award and why his organization is one of the founders of this new award. In this article you can read his answers: Marketing has been undergoing major changes during recent years, perhaps greater than ever before. It is no longer a question whether to jump on the digital wave, but rather how much, where and how. It is a confused time with many paths into an unknown future. And as blissful Confucius said: “If you do not know where you’re going, it does not matter which path you take.”

Danish Digital Award

Danish Advertiser Association would like to participate in showing some digital ways, and therefore we have initiated Danish Digital Award, where the best people and companies show why and how they are better, and remove some of the white spots on the map. With the motto: “Do not tell it – show it” the purpose is to reward and highlight the most inspiring, effective and well-executed digital works that strengthen or support a company’s or organization’s business activities.

Why another award?

Do we really need another award? Yes, we do, for it is more than a prize – it’s also an educational exercise – and yes, there will be round table discussions. We invite advertisers with agencies to award the best work, but also to communicate and discuss the best work and learn from it. That is why we have put together a panel of the best in digital strategy and communication as well as their customers (advertisers) – approximately 50% digital agencies and about 50% advertisers.

We have listened to agencies and advertisers, and they say that digital solutions are not just a “fun” campaign online – it’s strategic decisions that change the corporate existence – it’s very fundamental – and that can take years to develop.

It has become harder

We have come a long way since then digital work was limited to advertising campaigns added electricity. We are in an era where the marketers and their collaborators have to develop and operate more complex and business-oriented, digital solutions. The marketing people should henceforth no longer think only in campaigns but in the long-term efforts on digital platforms. This means that investment in ever more technology and content becomes a business critical task for many companies and organizations.

But there is hope

The aware Marketing Manager will have discovered that digitization offers an option to be on top of the company’s communications, the customers and the distribution channel. Not a poor position to the next budget debate – not to mention the wage bargaining.

Hence, the need for Danish Digital Award, which will praise the “long” solutions that changes the rules of the game and thus leads the way in the future digital landscape.

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