THE TIME CHANGED : BELIEVE IT!

Funny weeks passed by and you come home thinking was that once we thought before, created before and struggled presenting this ideas to some old fashioned Creative? I recently found a quote by Bob Lord from Razorfish that really helped me realising the time changed.

„We respectfully suggest that what you say — or your agency says — about your brand or your product
matters less than what your customers say about you. And what matters most to them is what your
brand does.“

THANKS.

CLASSIC VS. ONLINE (PART X)

Yes – i work in the agency business, in one of that global ones, big ones, creative ones and media neutral ones.
BUT
I donnot get the point. Last night i had the great chance to listen to some nice ideas by digital pioneers. It started with the typical introduction of some successful founders, owners or managers in the field of digital marketing. Introducing to the topic of mobile marketing in the way the digital landscape changed from their first MAC and bulky mobile phones to the iPhone now! YEAHHHHH the world is great with that piece of ICs, processors and display.
Comming from 10000000 downloads of Apps from the store to some 10000000000000*3600*2+1 calculations that would have led me to a straigh „YOU FAILED“ in my math class back in highschool. Everything has changed, everything will be different and WE can now participate in just producing those thingies and make BIG $$$$.

THANKS TO DEAN DONALDSON (Experience Strategist at Eyeblaster) the keynote lead to the reality again pushed by the future potencial in this channel.
Ckeck out his Blog: www.deandonaldson.com/

Even the iPhone is a „killer“device the reach of this device is still homoeopathic. Also competitor will follow in this field of smart-deivce and even pushing forward in even more directions as the backed services in this field vary a lot from Apple to Google to SonyEricson.

The point that came out quite clear again was, that the professionals in the audience mainly discussed around that new ways of communication, new ways of formats, new advertising. They talked about the shift in spendings and consuming media and content. But i think they all missed that important centerpiece of this future. This devices will not fully substitute existing environments of consuming media and content like the TV settings at everybodies home or the outdoor placement in our cities, on vehicles etc. But they definitely will stretch our media-break-bottle-kneck and connect advertisign straigh to the products and service or deliver complete new services nobody imagines today. We will not talk about a near future without paper and outdoor posts, but a more digital infrastructure in this existing environments that make connections from masses to individuals seamless. We will still need the impact of mass media but connecting it in the right form with the right content (ie. by connected digital billboards) for the interested user (connecting via RFID handshake and 3G connection). This will make that big shift. Not just talking about bollocks and making the most boring look intersting but proofing the smartness of the advertised product right away.

THESIS #1: THE DIGITAL DEVELOPMENT WILL TOUCH ALL FORMS OF MEDIA IN THE FUTURE
THESIS #2: CONTENT COSUMING WILL INCREASE IN TERMS OF QUANTITY AND AVAILABLITY
THESIS #3: THE ROLL OF CLASSIC MEDIA WILL CHANGE
THESIS #4: MOST CLASSIC MEDIA ENVIRONMENTS WILL STAY
THESIS #5: SEAMLESS TRANSACTION FROM ADVERTISING TO PRODUCT, FROM MASS- TO DIRECT-CONTACT
THESIS #6: WE ALL WILL BE WRONG, AND EVERYTHING TURNS OUT TO BE DIFFERENT THAN WE THINK TODAY

WHAT’s NEXT?

Economy is going down in all differemt areas.As written some weeks ago it’s the time where good models will be proven and bad ones fail.

Slimming down companies is the first think a lot of fat managers are doing. But what’s then? Most of those entities where build and grew because of big margin business. The time is over.

It’s not only about slimming your staff because this is the brain and clockwork of your company. In most cases MDs are just some Senior inventory you put out to client’s to maximize the margin.

Most of them donnnot even add any $$ in the cash. This is where to start, i think. Who is really running profit – for the client and for the company itself. You cannot afford any efforts that are not

focussed on the quality of the product to be deliverd. Check this – I think the solution will be SLIMMANAGEMENT.

It’s like some hundred years ago. Who needs any kings that even fail to protect the folk – NOBODY – turn it around, SHIFT business, SHIFT Minds and be CREATIVE again. Whenever, whereever, for whatsoever!

DO IT!

It’s not a claim it’s a real philosophy.

Do Stuff – Do it!

In those days of economic turmoils you really see great management in action. There can be chances even in those dark days. See the M&A activities by some of the biggest investment entities.

But in most cases you see in the eyes of some managers and you see the pure desillusion and inability to manage!

If you see this don’t stop beliving in your vision. Donnot stop because the others are afraid of doing the wrong and end up doing nothing!

DO STUFF – There is no better time!

INDIA 2.0

India is moving, growing, transporting, smelling – this is all India and it’s friendly! You feel the energy in the people when they work, commute and start their Future. Even it’s sometimes look antique, old but nevertheless it’s real and you notice some difference. A difference to the way you know thing are going, the way you work the way you live. It’s a great memory and i never experienced such a positive impact on my own experience for my own future. Let’s move…

COMMERCIALIZED – WEB2.0 or PRIVACY

NETVIBES and other featured platforms in these days really give you the chance to make yourself the webpilot. Forget about the market fights around the portalpages of the user like all the Yahoos and TOnlines fight.

It’s about you again. And you choose.

The main trigger of this is the measurement of your own relevancy. So why should everybody tell you, what is important or at least of any interest for you. Nobody can without you. So make yourself the webauthor of your content. It’s great how content sydication leads to a first personalized approach that is really personal.

YOU switch on…

YOU decide which content is relevant

YOU collect your content

YOU share your media with other or the whole world

YOU decide to…

…You switch off

WEB 1,2 and now?

Working in the agencies‘ world doesn’t mean you are uptodate in marketing and the latest technology, as i find out more and more. Of course nobody is perfect and you just know what your sources tell you. I mean knowing more in an global view. As a marketer not knowing about banner and browser? come on…it isn’t that hard and even more important, even as a classic marketer it’s is not that far away from marketing…oh sorry…let me tell you that: if you donnot know about this elements yet you won’t be able to manage anything in your business in the very very close future, because you will be gone. That’s reality, that is ife. Be quick or be dead…like iron maiden said.

You really need to talk to your audience and then the audience talks to you. That also is the same in real life. Oh i forgot to tell all you internetistechnologyandnotunderstandable-thinkers…it’s allways easier to understand digital communication as real-life communication. It’s nothing really new, the only thing that’s new is that you are not limited. Everything is possible and therefore it is more creative than anything you have seen before. Take a minute or better a day and take a look in what digital can do for you and what it already does for your customers or your competitor.

Start talk to your audience, to your clients again!