Phill Mackie

Phill Mackie

People and technology, an irresistible mix

In less than 24 hours IKEA's promo of its 2015 catalogue, a parody of Apple marketing and a tilt at the digital age, has had more than 150,000 views on social media channel YouTube. 

The promo engages because it recognises the yearning for the simple and the tangible - a real, printed product catalogue that you can see and feel and smell, the stuff of yesteryear. Anyone out there who knows the frustration of a dozen different passwords, content management and mobile plan comparisons will utter a definitive UH-HUH at this point.

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Yet, without the digital technology, IKEA’s catalogue would not have nearly the reach.

The need for businesses to have an online presence is now a given. (If you’ve still got your head in the sand you may wish to note that Australia’s online retail spending grew 8.6% to $15.6 billion in the year to July 2014).

Digital marketing, social media, e-newsletters, mobile responsiveness and SEO etc are all vital to businesses these days. Keeping on top of it can be excruciating, because as soon as you get the hang of one thing, something else changes. (That’s why we’re here, to help you navigate the digital minefield.)

However, it’s important to remember that there’s one thing that never changes, that successful businesses everywhere, no matter their products or services, if they’ve been in business for one year or 50, if they’re servicing baby or Grandma will know.

People want to connect with people.

As Business Insider magazine reports, the latest research shows that Gen Z, the 16 to 20 year olds that are our latest generation of consumers, are more tech-savvy than any generation before them. It also shows that they are looking for honest communications and face-to-face interaction.

IKEA very cleverly marries both sentiments in this latest promo. And it’s got the world talking (as well as laughing).




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