(from Rich)
Well for my first post I thought I would kick off with a nice slice of research from the digital side of things. US agency Avenue A/Razorfish released their Digital Outlook Report for 2008 at the tail end of last month. The report lays out the digital landscape for the coming year, and where we should be focussing our attentions to reach our audience online.
It’s a pretty useful overview of current goings on as well as a look into the future, and marketers can take away some very interesting points from the report. Notably that the digital media business is no longer simply about buying ad space, it is now about distributing ‘experiences’ through social networks, videos, widgets, applications and branded content.
The thought being that the end-user is now provided with something of value, rather than being simply ‘interrupted’ by an advert. Although this isn’t a particularly new idea it’s always good to have some solid analysis behind nice ideas.
The report is a hefty 162 pages long, but definitely worth a skim over lunch.