TalkTalk’s Digital Anthropology Report studied how British people use the internet and found that there are six distinct ‘tribes’ of internet user in the UK. This video introduces you to the tribes from the report, the Digital Extroverts, Social Secretaries, Web Boomers. The full report can be found here
Me = Digital Extrovert, taking the internet for granted and revel in what it enables me to do.
In 2008, Sapient sponsored a USA online digital marketing and interactive advertising survey to gain insight into what marketers want from their advertising and marketing agencies. Based on the survey results, Sapient Interactive, Sapient’s marketing services group, has created a Top 10 Wish List for Agencies of the Future:
1. Greater knowledge of the digital space.
Nearly half (45 percent) of the respondents have switched agencies (or plan to switch in the next 12 months) for one with greater digital knowledge or have hired an additional digital specialist to handle their interactive campaigns. Further, when it comes to an agency’s area of expertise, 79% of respondents rated “interactive/digital” functions as ‘important/very important.’
2. More use of “pull interactions.”
When trying to engage consumers with their brand, 90 percent of respondents agree that it is becoming increasingly important that their agency uses ‘pull interactions’ such as social media and online communities rather than traditional ‘push’ campaigns.
3. Leverage virtual communities.
An overwhelming 94 percent of respondents expressed interest in leveraging virtual communities (public and private) to understand more about their target audience.
4. Agency executives using the technology they are recommending.
Ninety-two percent of respondents said it was ‘somewhat’ or ‘very’ important that agency employees use the technologies that they are recommending. For example, it is important that agency executives regularly use Facebook, Flickr, wikis, blogs, etc. in their personal social media mix.
5. Chief Digital Officers make agencies more appealing.
Forty-three percent of marketers surveyed said that agencies with chief digital officers are more appealing than those without.
6. Web 2.0 and social media savvy.
Sixty three percent of marketers surveyed said that an agency’s Web 2.0 and social media capabilities are ‘important/very important’ when it comes to agency selection.
7. Agencies that understand consumer behavior.
Seventy-six percent of respondents deemed this as an ‘important/very important’ aspect of their agency’s online digital marketing and interactive advertising area of expertise.
8. Demonstrate strategic thinking.
Seventy-seven percent of marketers surveyed ranked strategy/brain trust capabilities at the top of their agency wish list.
9. Branding and creative capabilities.
Sixty-seven percent of respondents ranked branding at the top of their agency wish list while seventy-six percent ranked creative capabilities as ‘important/very important.’
10. Ability to measure success.
It’s no surprise that marketers want an agency that can report on where campaigns succeeded, fell short and where they should be fine-tuned. Sixty-five percent ranked analytics at the top of their agency wish list.
“Marketers want agencies that can deliver on these demands today – not by 2009 and beyond,” said Gaston Legorburu, chief creative officer, Sapient. “As the interactive channel becomes increasingly important, only those agencies that can create, manage and measure multi-channel campaigns will stay relevant and thrive in an uncertain economy. Marketers keep turning to agencies like Sapient to deliver more sophisticated, integrated digital marketing initiatives that truly deliver optimum levels of customer acquisition and retention.”
Jared Gruner has a really good point (as well as Amber Finlay who came up with the better title) on the controversial job title of “Digital Strategist”. I strongly recommend his post and also Heather’s findings on this matter, in her 2009 Planner survey:
About 100 people who took the survey describe themselves as digital planners. To the vast majority of them, they are simply taking similar skills and applying them to new media. The difference o’en is in who drives the overall brand strategy. That generally is the responsibility of the above the line agency. This also means less strategic research that the digital folks get to steer. “As a digital planner, I like to think what I do in the digital space isn’t any different, at least in approach. I consider a planners job to understand the intersection of culture, business and creativity – and I strive for that across the board…
On a down note, not being AOR means not having full control over your client brands,
which has been a bit of a mental shi’ (and struggle) for me.”
Digital planners are also teaching their clients a lot about technology. But money is swinging their way as TV and print budgets are shi’ed to digital. This question prompted several people to identify themselves as integrated planners, confident that they are working across the spectrum. “I’m not one, but I consider digital in every strategy I work on. I no longer see the point of uniquely ‘digital’ planners.”
Prima retea sociala cu mecanism “analog” (as opposed to digital):
Users post an initial drawing on the Paper Beats Internet website, and others create comment and response drawings that work off of the first drawing’s theme. Besides being aesthetically pleasing, the time and care that goes into doing a drawing adds a sense of thought, warmth and depth to the usually quick, off-the-cuff world of social media. The project is a collaboration between the New Directions in Pictoral Design class at the Ontario College of Art and Design, and a group of invited collaborators.
Iain Tateatrage atentia asupra contributiei japonezilor in comunicarea online si pune in cuvinte acel je-ne-sais-quoi al proiectelor realizate de niponi.
Japanese agencies are doing some outstanding work right now. And here’s why I think that is:
1. The work is polite
2. The work isn’t driven by TV advertising
3. The work draws from a culture of games, comics and technology
4. Advanced mobile and blogging cultures
5. Distribution
6. Craft
7. Some of it is a bit strange
8. Japaneseness
9. They’re having fun with it
Explicatiile pentru fiecare punct le gasiti in postul original alaturi de cateva exemple geniale de proiecte realizate in Japonia. Unul dintre preferatele mele este Gassaku for Intel, al carui case study il puteti citi integral aici.
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