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The ubiquitous force of the Digital Revolution forever changed the business of marketing and of advertising agencies.

The founders of the internet believed that they were creating a free and equal virtual world. Today, advertising is what pays for content on the internet. The Digital Revolution has changed how brands communicate with their customers. There are fewer large agencies now, but there are also many small ones dealing with digital media or social media marketing. Google and Facebook have tried to take over some of these businesses, but advertising agencies remain important in building a brand’s reputation among its customers.

With so much information out there, people have a hard time finding the meaningful stuff. Ad agencies need to help their clients find that meaning by putting together the pieces of fragmented information.

Digital blurs the lines separating advertising, marketing, public relations and other disciplines.

Google, Facebook and Amazon are the three most powerful companies in the digital space. They get 52% of digital media revenue. This has led people to say that TV and print are dying because they’re losing ad dollars. In reality, print is suffering but television is doing fine—in fact it’s growing because people have more ways to watch it than ever before (cord-cutting, on demand etc.)

Digital media is a powerful way to communicate with people. Digital media works best when it’s used in combination with other advertising strategies. For example, social media can be more effective than traditional forms of advertising like television commercials. However, digital communication still needs to work together with other types of communications in order to be most effective.

While millennial bashing is a popular media pastime, the research does not support prevailing declarations about the first “digital natives.”

Millennials are the first generation to come of age during the digital explosion. They’re not as bad as people think, and in fact are more altruistic than their parents. Millennials have a lot of debt because they don’t want to buy homes or cars. They value fulfilling work over money, which is why they get paid less than previous generations did at their age. However, millennials do enjoy technology and use it for multiple purposes such as researching purchases online and in physical locations.

Nike’s late-1980s Just Do It campaign ushered in the era of “cultural branding.”

Nike has launched the idea of brands becoming a part of a “shared system of meaning”. This means that every action must be genuine and transparent. A successful brand identifies its “Big Ideal”, which is what they stand for beyond their product’s functionality. The Big Ideal answers the question: “Brand X believes that the world would be better if (fill in the blank).” Communicating an authentic purpose enables a brand to stand out from its digital competition and carve its place in people’s minds.

Your content now must be “so good, you want to spend time with it or share it.”

Content is the most important thing on the internet. It’s what people read and watch. Unfortunately, most content isn’t very good. The goal is to produce relevant and engaging content that will grab people’s attention. There are three types of brand content: paid, owned, and earned (POE). Brands pay for ads on third-party websites; they generate their own content; or they get it through users’ likes and shares. This shift led ad agencies to become publishers

Creativity is important in today’s digital era. It can be used to communicate effectively with people and get them to take action. The best ad agencies are ones that focus on storytelling, as opposed to just rational communication.