Last week Gareth Lewis and Gemma Jones attended the morning of the Brighton Digital Marketing Festival (BDMF), a part of the wider Brighton Digital Festival. The morning, hosted by email marketing company Pure 360, consisted of a series of engaging, well-structured talks that illuminated for us the nuts and bolts of digital marketing interfaces.
Speakers from various companies and the BBC covered topics including CRM (customer relationship management), attribution, mobile marketing and optimization. There was a strong sense throughout that emphasis on hard data collection is central to the current thinking on digital marketing for brands. We left feeling that while this kind of analysis and strategy clearly has an important role to play there remain significant areas where digital marketing and online consumer engagement should be approached as part of a wider cultural context that exists both on and offline.
Digital culture is nuanced, very much connected with the ‘real world’ and highly interactive. Digital marketing should strive to reflect this reality. At Space Doctors we have a comprehensive semiotic strategy that places digital culture- making meaning through digital technologies- at its core.
First, we give our clients the satellite image of digital culture over time. We understand how technology – in this case digital technology – impacts on cultural production and commercial communication. This is the big digital-cultural picture.
Next, we use semiotics to grasp the commercial and cultural significance of innovations in digital interface and online architecture. We specialise in understanding what evolution of this kind means for brands. We go beyond technical intrinsics, and into the culturally-informed world of digital functionality.
Finally, we spotlight digital codes that make for immersive, engaging digital experiences. Such clusters of meaning (and meaning making strategies) push digital culture and communication forward into new expressive territories. We specialise in decoding the visual, sonic, spatial and linguistic codes of digital communication so the brands and companies we work for can speak the language of a fluent, evolving digital consumership.
Semiotics is the best tool for brands and companies looking to establish differentiating digital identities and provide their consumers with absorbing online experiences.