Where now for digital?

Jeremy Baldwin, 04 Apr 2009

Many pundits predict that recession will bring digital firmly out of the shadows and into the heart of brand and business strategy.

Its immediacy, targeting and measurability certainly make it an attractive option for the short term. Perhaps more than this, digital’s inherent transparency and openness captures the mood of the nation. This suggests it is how brands and their agencies respond to the change in consumer behaviour that the recession has created that should be the focus.

One response is to cut back, hunker down and wait for it all to blow over. There is a strong argument to focus on getting the basics right, sticking to what works. Trouble is the rules have completely changed and we no longer know what this is. Businesses can no longer rely on the received wisdom of the past, but need to innovate to survive. Yes in part this is about finding innovative new business models in response to market change, but also new ways of doing the small, everyday things that make a difference. I don’t advocate frivolous experimentation but focused investment in ideas that generate immediate gains and build long term growth.

So where to invest? There are many opportunities, but we have limited ourselves to identifying 5 trends we think will dominate the coming months.

1. As consumers move further and further online, we are seeing a renewed focus on user experience and investment in longer term digital infrastructure. Some are completely reinventing their online presence others optimising and enhancing current systems. Offering a more relevant, personalised and let’s face it rewarding experience than competitors clearly makes sound commercial sense whatever the weather.

2. Getting visibility beyond the branded website requires an investment in compelling brand stories and engaging content to feed the online communities. Some, such as the well known Skittles example, are turning this on its head to bring community content back into their own domain.

3. There is continued evidence that we are taking our PC habits on the road. Quentin’s article on p8 looks at the issue of mobile content, but mobile is also starting to challenge the way we interact with content, giving birth to the pointerless, touch orientated interface.

4. Even the most excited digerati accepts that social media is not some silver bullet. Social media strategies can’t work because brands cannot control the environment or the conversation. The more seasoned understand that a social media framework that defines how the brand behaves and contributes to the socialsphere is far more valuable.

5. Use a combination of ‘buzz’ and sentiment measurement, such as Net Promoter, with real-time analytics to build a more complete picture of the online environment and build a more sophisticated profile of consumers.

So what demands do all these place on the digital agency?

1. They must demonstrate an understanding of the wider picture if they are to have any influence on strategy.

2. They must be multi-disciplined, agile and responsive to help clients take advantage of all opportunities, big or small.

3. They must act collaboratively accepting that often the best approach is a combination of talent and in many cases the client being able to execute many parts of the strategy in-house.

4. They must focus on results – not spout metrics, but deliver real business difference.

5. They must be confident in themselves and the future – nobody like a misery guts!

 

« Back