Want to know what the big media agencies are advising their clients about digital?
Well, it's your lucky day. In the spirit of Web 2.0, Simon Andrews, the Digital Chief Strategy Officer for Mindshare, has released GroupM's latest report in their This Year Next Year series, Interaction - All change: marketing in addressable media, on his blog.
It's well worth a read in full, but here's a nice snippet:
Seven questions every time we plan: If we are building an interactive destination what do we want to happen when a consumer visits? How much is that action worth to us and how many times does that action need to be repeated to justify the investment? What are we trying to measure; how will we gather data; what should we do with it? How will we be sure that the user knows more about us as a result of being engaged: are we allowing the consumer to participate or are we just making a speech? Are we giving consumers tools which allow them to interact with us and to distribute our messages among their own communities? How are we reacting to a consumer who is searching in our category and thus declaring his or her intent? How do we influence what is searched for? How do we ensure that any search in category finds us, and ensure that the content to which that search result links is specifically relevant to the search itself? How are we influencing the consumer’s propensity to buy?
Seven questions every time we plan:
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Robin Grant
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Member since: 03 Jun 2008
Last login: 02 Jun 2009
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