With the first quarter of 2007 behind us, it’s safe to say that the pace of change in the digital world continues accelerating, as it has during the past few years.
The accumulated changes and trends of the past 15 months point to a broader cultural change in consumers’ expectations of their media. The places they trusted to provide information and entertainment changed. New outlets for consumers to express themselves and connect with other consumers emerged.
Mindful of these changes, we’ve taken a look ahead at the rest of 2007 and beyond and have compiled our forecasts, opinions, and research into Avenue A | Razorfish annual “Digital Outlook Report.” We don’t claim to have the most accurate crystal ball, but we do believe you’ll find a variety of thought-provoking ideas in our report.
The report concludes with five short – but crucial – bits of advice to executives, marketers, and advertisers:
1) Your Website is like everything and nothing you’ve ever known. Your Website is the central expression of your company’s brand. It’s a product showcase and a customer service center. It’s your company’s most profitable store and your best communications tool. It’s an information hub. It’s a testing ground for new ideas.
It’s the place where different people from different places with different needs have an experience that’s tailored just for them.
At least it should be.
2) Distribution will trump destination. As it becomes harder for people to come to a content site, it becomes critical to distribute your content where they already go.
You’re seeing MTV distribute content on Google Video (and across the Google AdSense network of sites); ABC, among many others, making its shows available on iTunes; CBS putting shows on YouTube; and Time Inc. placing content on Brightcove. All have realized that building destination sites alone simply won’t do.
Get ready for Fragmentation Nation – content will be syndicated so far and wide it will make cable television look positively concentrated.
3) Accountability will rule the day. In the past, a competitive review, a dated research report, or a finger in the wind was enough to pull together and measure a marketing plan. Online advertising changed everything. Pandora’s box was opened, and it contained metrics, sales, and accountability.
There’s no going back. Other media channels will adapt, or they will see ad dollars slowly drift away.
4) The Web is in its “Uncle Miltie” stage. More than 50 years ago, Milton Berle’s television programs captivated the country. While incredibly popular and important in TV history, the experience of a grainy black-and-white program pales in comparison with the TiVo-driven high-definition world that we can experience today. We’re about to see the same type of change online.
Today’s Web is dominated by text and static images. Tomorrow’s Web will be a high-speed, personalized, video-laden, go-anywhere, view-anything, use-any-device experience. Whether AJAX, Second Life, YouTube, or Windows Vista, there are a host of developments that, in total, will fundamentally change the way we use the Web.
5) The consumer is not in control. This might be a surprise, because the notion of “consumer control” is widely accepted. But you still control your brands. You decide what products are launched. You implement customer service policies. You price your products.
You are, however, now dealing with an “activist consumer” who has a voice, and it can be a loud one. These consumers expect to have things on their terms – what they want and when they want it. They assume that if you can’t provide what they need, your competitor will. They are well informed, researching their purchases as a matter of course. They have embraced social media, learning from other consumers around the world, and sharing their experiences and opinions in a public way.
They may not be in control, but if you ignore these activist consumers, chances are you won’t be in control much longer either.
Are these the five things you’re focusing on this year? If not, I’d like to hear from you about the five things most important to you. Send me your thoughts at [email protected].
And if you do find these ideas important to your planning for the rest of 2007, we invite you to take a look at our “Digital Outlook Report.” It includes in-depth analysis of changes that are happening in digital media, search, measurement, viral marketing, creative, mobile marketing, analytics, and other important components of digital communications. To download a free copy of the report, visit http://avenuea-razorfish.com/reports/regoutlook2007.html.
Dave Friedman is president of the central region for Avenue A | Razorfish, a Seattle-based interactive services firm, and a monthly contributor to CHIEF MARKETER.
Other articles by Dave Friedman:
Interactive Video: The Heart of Digital Marketing
Actionable Analytics for Online Marketing Success
Are You a New-Media Marketing Maven?
Young and Restless: Tips for Reaching Teens Online
Finding the Hispanic American Online
Decoding Digital Footprints with Analytics to Better Understand Consumers
Offline Research for the Online World
Social Media: Four Crucial Mentality Shifts for Marketers
Social Media: Out of Control, on Target, and Changing the Rules
Digital Media, Collaborative Thinking, and the Whole-Brained Approach
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