Gone are the days when the only topic for discussion was recession, gone are the days when the only reason for sitting at home was recession….
Recession has made its leave so now it’s time for us to leave it behind & move on. But this time we need to be more careful, more cautious, more innovative & more creative. We cannot afford to do the mistakes we did before, the attitude has to change.
Digital now faces an even bigger challenge: an innovation crisis. Though it's only been two years of managing recessionary business issues, it seems like a decade must have passed in terms of the changes weathered and obstacles overcome in the digital industry. Yet the need for change is what digital was founded on, and for those nimble professionals ready to embrace the opportunities it can bring, today may be nothing less than a renaissance for advertising innovation.
The new world order requires new business models
It is believed that there are four Cs that should be the focal point of the flexible, creative business models that the digital agency of tomorrow needs to be founded on: community, conversation, content, and currency.
Community: We must renew our focus on how to join, build, and communicate with groups of people, based on how those people are doing this in their own social circles.
Conversation: Agencies need to work harder to find and participate in a natural connection with consumers.
Currency: We need to be taking a good, hard look at how we earn loyalty and attention through a dialogue. This applies both to our consumer outreach and among the employees of our own organization.
Content: Content will be the key to the future of digital. We need to stop thinking about our jobs as a means to create advertising and start thinking in terms of how we can create content and messaging opportunities.
The recession was good for our industry and our companies; it has given us a clean slate. We're able to hit the reset button and toss out the old models that no longer serve the industry or its consumers.
Contributed by SHILPA
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