The thing most non-digital people don’t understand about the digital world is that it is unnecessarily complicated.
Whereas all other marketing channels are effectively launch and leave, with few options for variance, digital has an infinite amount of opportunities, processes and things to look at before, during and after.
This is not a good thing, we need to get to marketing thinking in digital, not platform metrics, but that’s not for now.
What it does mean is that there is huge opportunity for change, error and – worst of all – opinion.
Unfortunstely, we live in a world where opinion is more important than fact.
For example, pitches are not based on principles, but on how good you make clients feel. How else can you explain the arrogance of a pitch process.
Client ways of working are the product of the emotional melting pot and this is exacerbated in the digital world.
I once had a client who would fly off the handle at any change in the dynamic.
Responses would be overly harsh, you couldn’t respond with logic and (previously agreed on) principles and they couldn’t see any of their own faults.
We therefore had to place everything in the frame of consistency and their control but have to manage the right outcomes, all the time remaining in adult mode.
The only thing you can do, is be in adult mode, and be consistent in it. Stick to what was agreed in less emotional times and be clear.