Digital marketing is evolving as fast as any other medium on our tablets, smartphones, Google Glass and beyond. To learn about what the future may bring to this marketing genre, we reached out to Gerd Leonhard, an author, strategic advisor, CEO of TheFuturesAgency, and someone whom The Wall Street Journal calls “one of the leading media-futurists in the world.”
Given his calm and reasoned academic demeanor, it is easy to miss just how provocative Erik Brynjolfsson’s contention really is. Brynjolfsson, a professor at the MIT Sloan School of Management, and his collaborator and coauthor Andrew McAfee have been arguing for the last year and a half that impressive advances in computer technology—from improved industrial robotics to automated translation services—are largely behind the sluggish employment growth of the last 10 to 15 years. Even more ominous for workers, the MIT academics foresee dismal prospects for many types of jobs as these powerful new technologies are increasingly adopted not only in manufacturing, clerical, and retail work but in professions such as law, financial services, education, and medicine.
When I started to think about this latest framework, here’s what I was trying to solve for:* We talk the customer centricity game, but we rarely walk it. Just see the AIDA Wikipedia page linked above.* We don’t think about our marketing expansively enough. In addition to being worrisome, this also makes me mad because there is so much opportunity out there and we are squandering it.* We (oh how I hate this) apply irrational and “narrow-view” measurement strategies toward understanding what is successful and what’s not. Since you are what you measure, if you mess this up, you mess up what’s good and what’s bad and what’s gloriously good.
Good timing is everything in comedy, in sport, in fashion, in cooking, and in business. Wait too long and you’ve missed your moment, but there’s a very sweet spot to hit if you get it right. As Anna Wintour says:It’s always about timing. If it’s too soon, no one understands. If it’s too late, everyone’s forgotten.Vogue’s editor in chief could have so easily been talking about agile marketing, which requires superlative timing. How are you supposed to win the earned media game if you sit around twiddling thumbs, or don’t have the right set up to make things happen quickly?With this in mind, I thought I’d outline the key agile marketing success factors, and to try to figure out what kind of team structure and processes need to be put in place.
It has been seven years since digital became social… and media changed forever. We all agree interruption as a marketing strategy is dead.But adland has largely failed to act on that consensus.It’s clear that valuable content will ultimately replace traditional ads. But the content marketingbusiness has yet to seize — or even squarely face — the future of advertising.
The agency business can be hard. Margins are falling, clients are always demanding more for less, and competing for talent against the world’s most successful talent companies is near futile. That said, agencies say there are a plenty of bright spots going into 2014
The digital landscape covers a wide, complex territory. To plan and manage technology effectively, digital marketers need to understand the inherent relationships between diverse operational areas, applications, technologies and vendors.
The Gartner Digital Marketing Transit Map shows the relationships among business functions, application services and solution providers. Use it to create a digital marketing solutions strategy, improve operations and plan initiatives.