You’ve heard us talk about a spirit of experimentation–that it’s at the core of how we approach our work. We’ve been advocating that brands test and learn in order to incorporate new marketing modalities into their norm with confidence. This recent Advertising Age article contributed by our friends at Forrester warns us that allocating dollars to digital isn’t experimental anymore–it’s a must. We agree. http://adage.com/print?article_id=138023
In former lives, creative was king. Planners wrote briefs, creatives concepted ideas, clients approved them. Not until such alignment had been gained around the idea was there any thought given to the delivery. Agencies crafted messages, and then planned mediums.
In our years in this business, we’ve encountered more than one expensive consumer segmentation which was a stroll down a yellow brick road that dead-ended in Nowheres-ville. The hours of well intentioned people, who intended to uncover a deeper understanding of their prime prospects, added up like followers of Ashton Kutcher on Twitter.
Because The Alchemedia Project was founded on the philosophy of message and medium imagined together, we’re attune to the social media marketspace. Observation and participation have led to a few perspectives, which will be obvious to the super-users who may be reading this.