This has been a rich couple of days for a few ideas surrounding the state of digital marketing strategies and execution--and how they are viewed by the rest of the world. First, there's this .pdf hot off the presses from the American Association of Advertising Agencies (AAAA): "Understanding the Economics of Digital Compared to Traditional Advertising and Media Services." It's really required reading, but I will echo the sentiments of others who say that it isn't perfect but it's a start. The good news is that it VALUES digital marketing strategy and the time it takes to do digital right. If you think your digital agency is "expensive," which we hear all the time, this report does a fabulous job of telling you why it feels that way--it takes a lot of effort. The bad news was from an Internet Oldtimer Foundation member: "The credits and thanks starting on page 42 are hugely impressive. In my 21 years in the digital space, I wish I’d met one of them."

The second idea for this discussion has to do with two AdWEEK articles.  The first, "Are Banner Ads Poised for a Creative Comeback?" accurately praises the thinking and execution of a VISA campaign by nearby agency, AKQA.  The work is filled with mashups, geolocation ideas, and temporal cues.  It's REAL TIME, in all meanings of these words and phrases.  This article links to another, "Ready, Set, 'Go' For VISA."  This details the consumer insight process and brand advertising push from industry powerhouse TBWA.  What strikes me about these articles is that they highlight the conclusions of the AAAA's paper: Digital is different and requires lots of expertise.  But, taken together, these articles prove that branding experts are equally experts and valuable.  When each finds good partners, the work really extends to the great benefit of the client.

Just for fun, and thanks to Nat Polish, here is a follow-up to the Snuggie post I made the other day. Hope this one brightens a storm-swept US!

I'm being quite useful.  This thing is a Thneed.
A Thneed's a Fine-Something-That-All-People-Need!
It's a shirt.  It's a sock.  It's a glove.  It's a hat.
But it has OTHER uses.  Yes, far beyond that.
You can use it for carpets.  For pillows!  For sheets!
Or curtains!  Or covers for bicycle seats!"

-Words and illustration from The Lorax by Dr. Seuss.

@philjohnson has written an article for Advertising Age which cites one of my favorite books, The Innovator's Dilemma, and applies its model to Twitter as the disruptive technology. Here's the important part of the article:

"The bright light for agencies is that they can use this time of transition to make their organizations a proof-of-concept for social networks. They should be able to demonstrate how they have developed their own brand on Twitter and other prominent platforms like Flickr, YouTube and SlideShare. That they have created multiple touch-points for sharing content. That they have built a network that connects all their important audiences. And that they are accessible and open to honest conversation with all the people who want to engage."

Now, the not-so-bright light. Do we really think that very large advertising agencies can turn this quickly? I leave that to the Twitterers to decide.