The primacy of digital resources in advertising is growing because they quickly and easily reach the target group, but I believe they will never completely eliminate other types and channels of communication. As long as printed magazines exist and as long as there are readers, they will be a space for advertising, says Mirko Grujičić.
Everyone is talking about the future, while you in the IT sector are creating it and living in it. Can you tell us how it looks? What is awaiting us?
– This future is essentially created in a collision between users’ needs and the technology on offer. The needs require new technology, but new technologies often create new needs and so on. Meanwhile we from the IT sector are trying to provide that future with the right tools and infrastructure.
It’s hard to say how it will look, but let’s try to guess. Only one thing is for sure: an increasing part of our lives will take place in the digital world, and especially various services provided either by companies or the state, from scheduling an appointment at the hairdresser to issuing documents.
Computers and smartphones are becoming smaller, more powerful and accessible, and communication has never been easier. Can an average person imagine a life without them?
– Those who remember the time before we started to carry a PC in our pockets are still able to imagine this, but young people who are “born” with a mobile phone in their hands certainly can’t. If I now looked at my “digital day”, I would see just a few phone calls, but a lot of pages visited on social networks and a lot of short messages exchanged through various communication services. Not to mention that with the help of technology I struggle every day with city jams by choosing not the shortest, but the fastest route. And that’s just one digital device (smartphone) of at least three that I use on daily basis.
Today, users are becoming more aware of the need to protect their privacy at least minimally. The attractiveness of digital platforms as advertising space will depend on the result of the struggle ahead of us, between digital platforms and their users
The new opportunities brought by trends like the Internet of Things or Artificial Intelligence will also increase the need for smartphones, as we will more frequently manage the home heating, we will pull the blinds, open windows remotely.
Certainly, there is a negative side, which is above all a huge distraction and inability to focus our attention directly if we are dependent on clicking and scrolling.
Do you think digital resources will become primary in advertising and communications?
– I think it already is, but I also believe it will never completely eliminate other types. It essentially depends on platforms that will remain available. A few years ago, someone suggested that books would soon not be printed, but that hasn’t yet happened. There’s probably something romantic about paper, and we still love to feel it in our fingers. Myself, though I come from the IT world, I still buy daily and weekly papers mainly because I am confident of the work of editors and I believe that in this way I can protect myself from the tabloid clamour that surrounds us.
A huge advantage of digital advertising is that you no longer choose the lamppost to stick your ad on, you can leave the choice of target groups to digital platforms. This is how we get sponsored links on our social networks or specially selected banners on the pages we visit.