Analytics Strategist

March 14, 2009

reading notes : 2009 Digital Outlook

Filed under: Advertising, business strategy, misc, reading — Tags: , — Huayin Wang @ 6:04 pm

With six hundreds (in 5 days) tweets from readers of the 180 pages 2009 Digital Outlook from Razorfish, this report is certainly captured the attention of many working in marketing/advertising. It is an exciting read and I will share a couple of my notes here.

Clark Kokich’s introduction sets up the story line really well.  

The opening paragraphs went to the key point directly.

 “I spent the first 30 years of my advertising career focused on saying things. What do we need to say to persuade people to buy our product or service? How do we say it in a unique and memorable way? Where do we say it? How much will it cost to say it? How do we measure consumer reactions to the things we say to them?”

Now, after 10 years in the digital space, I find myself spending my time talking to clients about building things. What do customers need to make smart decisions? What applications do we need to build to satisfy that need? Where are our customers when they make a decision?”

He then described the new role agency need to play: ” .. it’s about the actual role they should be playing in setting business strategy, designing product and service offerings, delivering service after the sale, creating innovative distribution channels and developing new revenue models.”

These are great insights.  Ad agencies are expert of creative messaging – “saying things”; the new challenge is about shifting the focus away from that and go beyond. This is a tremendous challenge indeed, one that would require new skills and “deep collaboration between creative, technology, media, user experience and analytics”.

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