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.

Thanks to Howard Sewell, we found a study that confirms lots of our own findings about B2B Technology online marketing overlaid with strategies and tactics useful at various points along the pathway to purchase. You can download a presentation of the findings here. The summary is:

Choose topics that relate to the 3 key stages of the buying cycle:

1. awareness
2. consideration
3. decision phases

Reflect keyword phrases like:

1. “How to solve”
2. “Compare or Review x to y”
3. Vendor x “technology solution” case study with companion online asset

Marketers and ad agencies should choose white papers, videos or podcasts that allow for a 3 part “series” format.

Marketers and media companies are troubled and faced with a conundrum. How do you deal with the realities of a depressed economy and falling sales? How can management both meet short-term revenue demands and invest in the future? How do we "disenthrall ourselves" from the models and business demands of the past when we depend on these models for our day-to-day survival? And how can we possibly invest in new strategies and approaches when there is not sufficient budget to support the barest minimum of what we require day-to-day to meet our most basic goals?

 

If ever there were an analog to our 13 years of experience, it appears in this NYT article entitled, "Who’s on Line? Even the Referees Don’t Know."  The article outlines the transformation of a local high school team known for academic excellence by superb thinking.   Here's a quote from the article, about the new "A-11 Offense". 

To its proponents, the A-11 represents the logical and inevitable evolution of a game that is becoming faster and more spread out at all levels... And, coaches say, it reduces injury because it involves glancing blows more than smash-mouth collisions.