Razorfish: Digital Outlook Report 2009 | Digital Buzz Blog
For the 5th year running, Razorfish, the interactive powerhouse agency of the megaverse has released its crystal ball gazing “Digital Outlook Report” for 2009. I’ve been following these for a couple of years and found them to be very insightful, and truly inspiring. If you have anything to do with interactive strategy, either as a marketer or a manager, it really is a must read.
Some highlights:
1. Advertisers will turn to “measurability” and “differentiation”
in the recession.
2. Search will not be immune to the impact of the economy.
3. Social Influence Marketing™ will go mainstream. This is a biggie!
The increased potency of social networking: people are influencing each other — online, in small groups, through peer pressure, reciprocity or flattery — giving rise to a whole new form of marketing that we called Social Influence Marketing™ (SIM).
4. Online ad networks will contract; open ad exchanges will expand.
5. This year, mobile will get smarter.
6. Research and measurement will enter the digital age.
7. “Portable” and “beyond-the-browser” opportunities will create new touchpoints for brands and content owners.
8. Going digital will help TV modernize.
9. Business model innovation is increasingly popular.
10. move from scarcity of media to scarcity of attention. Note: Email Marketing.
11. Digital Moms are ultimate time poor multi-taskers.
You really should take the time to go through this 180 page report. Its packed with insight and inspiration.
