Digital Outlook Report 07

March 19, 2007 at 6:31 am Leave a comment

Ju (MindShare, Regional team) writes:digitaloutlook071.jpg

I just came across the Digital Outlook Report 07 by Avenue A | Razorfish, an agency that provides interactive marketing and technology services, on the deviant‘s blog.

At 75 pages, touching on issues ranging from ROI measurement metrics, search engine algorithms, and the mechanisms of various web 2.0 gadgets (RSS and widgets), the report is quite a heavy read but well worth it. The content may be based on the US market, but it gives a very comprehensive view of the consumer/media/advertising digital landscape, the issues debated, implications, and suggestions, all of which, with thought, can be applied to better understand what’s happening or may happen in Asia.

Some of my favorite sections:

I like that on “A Framework for Assessing Emerging Channels“(page 19) which tackles questions that the industry if facing, summed up here:

Audience and Reach:
Prevailing question: “Are there enough people using this channel to matter?”
Emerging media question: “Is there an opportunity to interact with a sliver of our target audience more deeply, or in a new way, on this channel?”

Accountability:

Prevailing question: “Can we measure ROI on this channel similar to the way we currently measure online?”
Emerging media question: “Knowing that measurement abilities among emerging channels vary, can we learn something about our audience we don’t typically get to see?”

Investment:
Prevailing question: “Since this channel is new, and hasn’t yet reached critical mass, shouldn’t we be safe and invest only a small amount to test it?”
Emerging media question: “Since this channel is new, and hasn’t yet reached critical mass, what level of investment do we need to make to ensure our test will be a success?”

Risk:
Prevailing question: “This channel seems to have the potential to damage our brand. Why should we chance that?”
Emerging media question: “Realizing the open nature of this channel carries with it risks, how can I construct a responsible framework for testing and learning that allows me to reach my customers without damaging my brand?”

The “2007 Consumer Dialogues: The Digital Class” section (pg 30), which sums of findings on digital behaviours of the 18-24 yr-olds in the US, UK, and Canada (the digital class), is also a gem, which I feel more or less reflects the behaviour of the digitally-inclined in Asia, as well as anywhere else. In brief, these findings are:

Human-computer interaction is about to get intense.

The network is ubiquitous.

There’s no middle.

The Internet is where general interest goes to die.

Transparency is king.

Information seeking equals entertainment.

Social networking ascends to utilitarian status.

Giving back is good.

Let’s stay friends.

… And a couple more points I enjoyed from Five Things Every Executive Should Know About Digital in 2007 (pg 70)

Distribution will trump destination.
As it becomes harder to get 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. distributing 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.

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. However, you are 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, and sharing their experiences
and opinions in a public way is the norm. They may not be in control, but if
you ignore these activist consumers, chances are you won’t be in control
much longer, either.

Enjoy the full report here: Download Digital Outlook 07

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Entry filed under: media general.

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