196 The Best Digital Marketing Campaigns in the World
Forrester Research in its report on the future of agencies says:Agencies continually reinvent themselves to serve their clients – they have to
quickly adapt to changes in marketing strategy, media, technology, and society.
And with the rise of social media and digital proliferation, we are entering an
Adaptive Marketing era. In this era, mass media is no longer the foundation of
marketing communication, forcing yet another change in the expectations of
what marketing agencies can and should deliver. Marketers should assess their
partners using the three Is – ideas, interaction, and intelligence – to select the
right partners. Marketers who change their thinking will lay the groundwork for
partners that are more agile, can build long-term relationships with active
customers and communities, and can use data to drive real-time decisions.Also worthy of a mention here is a piece of forthcoming research we are con-
ducting with the UK’s CAM Foundation. We are trying to measure how adver-
tisers and agencies feel about the impact of technology and digital marketing,
and what the world will look like in the year 2020. The research will be pub-
lished in October 2010 and presented at the World Association of Marketing
Agencies conference in Washington DC. Our thanks to Marialena Zinopoulou
and her team at the CAM Foundation and Deb Geiger, Keith McCracken and
Kieran Killeen of http://www.maaw.org.Speed
Whether an advertiser uses an agency or not, speed to market and speed to
respond will become instantaneous. In fact, we believe the minimum speed
to react in the future has to be very very fast indeed. Perhaps using data to
drive marketing, advertisers should be able to respond to world events and
changing media habits in the blink of an eye. Think about the Tom Cruise
movie Minority Report and remember how the outdoor ads changed depend-
ing on who was walking past. That’s the sort of speed we need to achieve.Some time ago we included an article on our website (www.understanding-
digital.com) about how the adoption and abandonment of new media and
new media brands are on an accelerated path. This means that popular digital
destinations today can be disregarded in a flash tomorrow. Just think that
Google, the biggest media company in the world (by market cap), is only 11