Image for post
Image for post
AP Photo/John Minchillo

LinkedIn Post

How ‘digital first’ truly came into its own in the time of Coronavirus

“In these uncertain times” is an expression that has become virtually inescapable lately, showing its face anywhere from newsletters, websites, social media, emails and in day to day speech. So much so, that there are now 181 million Google search results for the term at the time of writing.

Times are indeed “uncertain” and confusing and unprecedented. There are a lot of questions about the future and it would look like and a lot of angst in the short term. …


Image for post
Image for post

The past 10 years have been a whirlwind for brands in the social media. Suddenly, a whole new world opened before their eyes and the playing field got a lot larger. They had to adapt quickly. And once that happened on one platform, another 5 sprouted on the next allotment. In the face of such unparalleled digital real estate, the need for strategy and direction emerged. The best brands ones had a clear direction and understanding on what the new rules are and how different a social media post is from a billboard.

Therefore, several needs emerged for agencies to fulfil: strategy, management and content. …


Image for post
Image for post
Photo by https://unsplash.com/@austinloveing

As I was walking towards the tube station one grim Monday evening scrolling absently through my Instagram feed while trying to remember not to bump into people, it dawned on me: we seem to be constantly touching objects, possibly more than ever but in a way that is profoundly different to what it was 20 years ago.

We have almost constant contact with a piece of black plastic (or aluminum if you are in the 1%) that we caress aimlessly in search of a grain of happiness in the shape of numbers below our photos. We also still use keyboards when we are sitting at a desk and the mouse is still present in our lives. We sometimes touch our food. We move stuff out of the way. …


Image for post
Image for post

If you happen to work in the “industry” you have, no doubt, come into contact with reports or emails along the lines of: “this tweet generated 2 million impressions, with a potential media value of $29 million”. Or “coverage generated, based on circulation, has a potential media value of $4 million”.

Chucking a monetary value next to soft metrics give it a certain gravitas and lets clients know we are thinking about their actual business rather than the task at hand. …


Image for post
Image for post

Although the terms was originally coined by Stephen Dawkins in his 1976 book The Selfish Gene, I like to believe that they are a phenomenon who would have happened regardless once the Internet entered its 2.0 phase, when it went from simply messaging and browsing to a truly social space. People only started googling the term around 2012 but like all Internet things, first they take shape and propagate and then they enter the mainstream and get their own name.

If I’m allowed an analogy, it’s just like how people use social media day to day without thinking of content themes or visual treatments or overarching brand messaging. They use it in a normal, natural way, creating content without any guidelines and it’s the same way that the first brands with an online presence have done. Then, agencies come in and start selling what is normal online behaviour as a service to brands who are new in the space, giving everything a wanky, marketable name like: content pillars, social media strategy, digital toolkit, visual tone of voice. …


For the past couple of years I’ve been walking around with a strange knot in my stomach. There is also this cloud that I seem to be taking with me everywhere I go. At first, I thought it was caused by daily stress and routine but I fear it’s much deeper than that.

Nothing really makes sense anymore and motivation is nowhere to be found. There is this sense of worthlessness taking over everything I do. Money problems, no-time-to-do-the-stuff-I-want-to-do problems, very few rewards, the feeling that you deserve a lot more than you’re actually getting.

I thought that I was alone in this and possibly more inclined to be depressed. But then I asked some of my friends if they are happy. And the answer surprised me: no one really is. It became apparent that everyone I spoke to, around the same age as me (35+) was suffering from the same symptoms. A feeling of entrapment, of being a prisoner in an unfair world, buried under credit card statements and bills, a work routine that seems never ending and a general fog of helplessness and frustration. Everyone feels desperate and restless, looking for ways to escape and not wanting to sit still. I guess this is why so-called millennials are always seeking experiences. Because we have tried things and they only make us happy for an hour or so. The actual anticipation before acquiring said thing seems more rewarding and lively than when you are in possession of it. …


Image for post
Image for post

What is the German word for “I’ve done so much online socialising in the last 10 years that I all want is to read a book and not look at baby pictures anymore”? There is a increasing number of ‘the end is nigh’-sayers who believe that social media in its current form will stop existing. And I tend to agree.

In an age when we devour everything, when everything just explodes rather than slow burn, when we take all good things and suck them dry until there’s nothing left than the wrapper, it comes as no surprise that the life cycles of the things that surround us are very short. …


Image for post
Image for post

Gold rushes are not a new thing. From the Roman empire to ancient Egypt and all around America, people have been chasing quick fortunes since the dawn of time. It usually involves some sorts of metal, stocks, Monopoly money, or in this case, a virtual currency.

As with most gold rushes, they come with a shift in attitudes, migration, new settlements and new occupations being created. How are the two similar, you ask? Well, first of all they use the same terms like “mining”and “coin” and they have the same results: they present new monetary opportunities. If you think that Bitcoin is ridiculous you need to really think about gold. …

About

Alex Micu

I have thoughts and opinions. I work in digital marketing, whatever that means. I used to be in advertising and that was good.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store