The challenge with so many digital deployments is that they live for so much longer than a campaign. Your website, your social media presence and your email communications strategy are foundations which can help ramp up a campaign but need to exist independently of what ever big idea is driving the latest marketing strategy. So if this is true, what is a great digital idea?

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I read someone on Twitter describe this week’s ad:tech Sydney conference as a “love-in for marketers and ad agencies.” (Read ad:tech twitterings here.) It’s an interesting description that betrays an obvious slant towards the “other camp” which I heard one ad agency exec describe with a hint of derision as “all these social media consultants.”

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