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outlook report
     VOL 10
Razorfish outlook report 2011 (vol10)
4   Outlook Report, Volume 10 — There’s no better time to start something.

  6   The Year in Media

 14   Forget Mobile — Think Multiscreen

 22   A Wake-Up Call for Collaboration

 28   It’s Time for Big Data to Improve Customer Experience

 38   Humanity Check — What Consumers Really Think About Tech

 42   How the Social Cloud Can Accelerate Brand Interaction

 50   Beyond the Banner — Unleashing the Power of Digital to Drive Topline Growth

 58   The Rules of Gamification

 62   It’s Not Enough to Be Liked — Getting Serious About Social

 70   Controlling the Retail Environment Through Digital Brand Immersion

 78   Performance Marketing Must Die

 84   Toward a New Global Digital Agency Structure

 90   Limited Time to Prepare for Unlimited Potential of Mobile

 98   How the Open API Movement Can Help Your Brand

102   Organizing for Digital Success

108   Authors and Contributors

120   Contact




                                                                                 OUTLOOK REPORT |
                GO TO RAZORFISHOUTLOOK.RAZORFISH.COM FOR AN INTERACTIVE VERSION OF OUTLOOK REPORT, VOL 10.
                                                                                                       10    3
There’s no better time
       to start something.




4
As we gathered the data and spoke to clients and industry watchers to put together the Razorfish Outlook Report,
we once again found our business in the middle of tremendous global change. The conversation around digital
marketing — long the domain of digital agencies and technology companies — is now part of a much broader
conversation about social and cultural change, the global economy and business landscape.



In today’s world, social tools that started as communications          Finally, efficiency alone won’t move business forward forever.
and marketing tools have become conduits for revolution.               When I meet with CMOs, CIOs and CEOs around the world,
Cloud-based services have finally emerged as viable methods            I continue to hear a call for innovation and see an ever-present
for increasing collaboration and driving greater efficiency.           search for sources of incremental revenue. Marketers and
And the investment world increasingly looks to start-ups               business leaders once tasked with spending budgets efficiently
to once again push the global economy forward.                         are increasingly challenged with identifying new sources of growth,
                                                                       as well as product enhancements.
This means digital is now a lot bigger than agencies. In fact,
it’s bigger than marketing. It’s increasingly woven into the fabric    The truth is, building an agency that fires on all cylinders — high
of our business and consumer culture. This inspires us more            levels of creativity, innovation, efficiency and technology — is a
than ever not only to optimize the status quo, but also to ignite      tremendous challenge. But it’s what agencies and great marketing
a business movement of sorts.                                          organizations will need to do to survive in the face of change.

But how?                                                               Which brings me back to the Razorfish Outlook Report. I think
                                                                       you’ll find it to be a little less theoretical and a bit more practical
First, there is more pressure on our business to perform               than in years past. Why? Aren’t digital agencies supposed to be
creatively, stemming from the fact that digital ideas come             the predictors of the digital future? There’s nothing wrong
from more sources than just the agency. Indeed, as the new             with dreaming big, but first and foremost, in our view the next
generation of creators enters the workforce, we have observed          12 months will be about doing.
their natural tendency to put digital at the center of their process
and thinking, regardless of their chosen industry or employer.         We’re not just talking about the social media explosion, but
As a result, companies like ours have to raise their game              also scaling an organization and agency partners to execute
creatively to deliver idea-led value to our clients, while creating    on a strategy. Not simply checking the boxes of media best
an environment for new ideas to thrive.                                practices, but leveraging every tool available to plan, buy
                                                                       and measure its effectiveness. Not just accepting the product
Next, there is a strong drive to leverage the power of technology      experience as it exists today, but using technology to improve
to increase efficiency and drive down the cost of marketing            customer experience. Not just ideation, but also execution.
and doing business. We are seeing tremendous opportunities
in the media marketplace, with the rise of ad exchanges, analytics     As we publish the Outlook Report, we hope it will inspire you
and marketing platforms, to do just that. We’re merely scratching      to think and act. It’s what we mean when we say Ignite.
the surface of what’s possible.


                                                                                                                           Bob Lord
                                                                                                                           Global CEO
                                                                                                                           @RWLORD




                                                                                                                     OUTLOOK REPORT | VOL 10     5
Razorfish outlook report 2011 (vol10)
The Year in Media
                                           Here’s our annual look at Razorfish ad spend, along with the results
WRITTEN BY                                 of our media team poll to identify the “Best of the Web” and trends
The Razorfish Media Team                   for 2012. As we’ve done in the past, we polled the Razorfish media
                                           team to discover the “Best of the Web,” asking a variety of different
SPEND ANALYTICS PROVIDED BY
                                           questions to get a directional perspective of upcoming trends.
             Thomas Sudassy                The questions revolved around creativity, performance, quality
             Media Research                and overall general satisfaction.
             and Publisher Relations
             LINKEDIN.COM/IN/SUDASSY
                                           The past year in digital media was heavily influenced by the rapid adoption of new
                                           channels like tablets, the explosive growth of new consumer platforms like Twitter
                                           and new innovations in media buying such as ad exchanges. Overall, investments
                                           in digital continue to grow year-over-year, playing an increasingly critical role in
                                           our clients’ marketing plans. Consumer migration to digital media, the emergence
                                           of new media powers and the sophistication of performance metrics made the
                                           year in media one of the most dynamic in decades.


                                           Ad spend in review

                                           Razorfish ad spend is projected to grow by more than 25 percent in 2011, marking
READ MORE                                  the third consecutive year of more than 20 percent growth in overall ad spend for
                                           the agency. The growth is a result of success in new business and from increased
                   Scan the QR code        investment from long-standing clients. After just two years, Publicis Groupe has
                   to explore additional   proven to be a great fit for Razorfish and our clients.
                   content associated
                   with this article.      Now more than ever, the function of media planning is about understanding consumer
                                           behaviors and needs — and how to craft experiences that deliver on the opportunities




                                                                                                          OUTLOOK REPORT | VOL 10   7
Content is media.




    Yearly media billings                                            Spend

                                                                            4%
            200                                                        4%


            150
                                                                                 43%     36%
                                                                         13%
    INDEX




            100                                                                                 4%         SEARCH
                                                                                                4%         DISPLAY
            50
                                                           2011(e)




                                                                                 43%                       MOBILE
                                             2010
                    2008




                                2009




                                                                                   36%                     SOCIAL

             0                                                                                             NETWORKS/EXCHANGES




    presented by those evolving behaviors. This is fundamentally     1. GROWTH IN AD EXCHANGES
    different than simply accumulating reach and exposure through
                                                                     Razorfish has been active in buying through ad exchanges
    mass media. Our paid media spend was distributed across five
                                                                     since the early days of auction-based display media. We were
    main channels, illustrating the increasing complexity faced by
                                                                     one of the first agencies to launch a trading desk to directly
    clients and digital marketing teams.
                                                                     access the growing pool of inventory and have continued
    A closer look at the distribution of ad spend reveals several    to be at the forefront of data integration through the creation
    emerging trends:                                                 of client-side data mart solutions, now commonly referred
                                                                     to as DMPs.




8   THE YEAR IN MEDIA
Our continued expansion into the auction-based media                  Number of publishers vs. number of media partners
marketplace has resulted in tremendous benefits for our clients
in terms of more effective pricing, better targeting and stronger             1,832
ROI overall. As we continue to grow and expand our efforts in
this area, we will be focused on integrating first- and third-party
                                                                                              1,024
data to build the most sophisticated targeting offering possible.
                                                                                                             692
These efforts will, of course, be balanced by the industry’s
                                                                                                                           598
important and ongoing efforts to provide sound self-regulation
around data management and privacy.




                                                                               2007




                                                                                               2008




                                                                                                             2009




                                                                                                                           2010
Our investment in ad exchanges grew by 66 percent in 2010
and is projected to grow again by more than 60 percent
in 2011. Even with that growth, there is still plenty of upside
in this category since it represents less than 10 percent of our
                                                                      However, we have continued to increase our concentration
total ad spend.
                                                                      on fewer and more strategic partners. This focus on more
                                                                      complex, strategic partnerships has resulted in strong benefits
Total spend in ad exchanges                                           for our clients in terms of scale, price, innovation and access.
                                                                      The breakout of our spend shows that 55 percent of our
        300                                                           aggregated budget goes to our top five strategic partners,
                                                                      25 percent to the next 32 largest partners and the remaining
        250                                          2011
                                                                      20 percent in our long tail of 584 publisher partners.
        200
INDEX




        150
                                     2010                             Spend breakout

        100       2009
                                                                      100%
        50                                                            90%
                                                                      80%
         0
                                                                      70%
              = TOTAL SPEND
                                                                      60%
                                                                      50%
                                                                      40%

2. CONSOLIDATION OF PUBLISHER PARTNERS                                30%
                                                                                                                             TAIL
                                                                      20%
                                                                                                                             BODY
The emergence of new technologies and consumer channels               10%
                                                                       0%                                                    STRATEGIC
continues to provide opportunities for the emergence of new
                                                                                      TOTAL     NUMBER OF
publisher partners. In 2010, we purchased media across 598                            SPEND     PUBLISHERS
sites, down from a high of 1,832 in 2007. While we expect
many of those buys to be consolidated through the growth
of audience buying across ad exchanges, we still see the
need to test new platforms and technologies.




                                                                                                                    OUTLOOK REPORT | VOL 10   9
3. INCREASED INVESTMENT IN PAID SOCIAL MEDIA                       4. SHIFT FROM PAID TO EARNED AND OWNED


     The rapid rise of social media has impacted digital and our        The scale of leading social media platforms such as Facebook,
     clients’ business in many ways. As social media platforms          Twitter and YouTube had a strong influence on the overall
     continued their explosive growth in the last year to reach         marketing mix for our clients. However, the overall amount
     massive scale, leading marketers adjusted their plans              of dollars invested against social media still pales in comparison
     accordingly to begin a two-way dialogue with current and           to search and display. The advertising models of these emerging
     potential customers.                                               media titans are still evolving, but they will undoubtedly garner
                                                                        a growing share of marketing dollars.
     This has led to the emergence of Facebook as a leading
     partner in paid media for Razorfish in the last year. Since our    In addition, the investment in social media management on
     early tests and inclusion in Facebook media programs in 2008,      third-party and owned platforms is not to be overlooked. The
     the social network has gone from being in the lower tier of our    vast majority of our clients now have earned and owned media
     top 200 publisher partners to catapulting to one of our top five   strategies to complement their paid media strategies. Over the
     media partners (as measured by total spend). The growth can        last year we’ve seen tighter coordination between the paid,
     mostly be attributed to the fact that Facebook has innovated       earned and owned channels. We now manage relationships with
     in terms of media offerings and that these new opportunities       close to 10 million fans and followers on behalf of our clients, not
     are helping our clients meet their marketing goals. Facebook’s     including audiences on Web sites and microsites that we manage.
     growing audience makes it a platform that our clients need         That’s roughly nine times what we managed just a year ago.
     to include in the development of their marketing plans. Our
     projections for 2011 point to continued growth and show no         Our research into social media analytics has given us great

     evidence that the rise of paid media on Facebook will slow down.   insight into the impact and the amplification effect of earned
                                                                        and owned media. As we continue to refine our practices, we
                                                                        fully expect that investments in content and relationships will
                                                                        continue to grow rapidly.


10   THE YEAR IN MEDIA
“Best of the Web”




MOST INNOVATION IN MEDIA OPPORTUNITIES                        BEST COLLABORATION                       PARTNER WHERE WE MOST WANT TO SPEND

                                                                                                           MONEY, BUT CAN’T FIGURE OUT HOW




      PREFERRED MOBILE PARTNER                              PREFERRED VIDEO PARTNER                         MOST CONSISTENT PERFORMANCE

                                                                                                                    (ADVERTISING.COM)




5. ACCELERATING GROWTH IN MOBILE                                            touch interactivity together with sound, sight and motion will enable
                                                                            marketers to provide new, rich experiences to their customers.
Our mobile media and search business nearly doubled last year
and represented close to 10 percent of our total paid media                 ALWAYS-ON PHONES. Multitasking with mobile while watching
business. The major factors that affected this accelerating                 TV is driving higher consumption of mobile media and providing
investment represent trends that will continue to make mobile               new opportunities for marketers to engage with their audience.
one of the fastest growing categories:                                      Razorfish conducted a study in collaboration with Yahoo! to
                                                                            understand consumer behaviors and marketing opportunities
INCREASE IN MOBILE TRANSACTIONS. Our clients are investing
                                                                            across multiple screens. One of the conclusions from our research
in fully functional mobile experiences where consumers can start
                                                                            is that mobile is emerging as an indispensable activation vehicle
to transact and purchase in the mobile channel. While mobile
                                                                            for the massive investments in TV advertising. The complete
commerce is still small and nascent, mobile is becoming an
                                                                            details of the study are covered later in the Outlook Report.
important touch point in the consumer experience. As marketers
increase the quality and quantity of mobile experiences, the
mobile media and search spends will follow. For example, one
                                                                            “Best of the Web” — A planner’s perspective
of our clients is seeing pay-per-call increasingly drive significant         As we’ve done in the past, we polled the Razorfish media
scale and ROI.                                                              team to discover the “Best of the Web.” We asked a variety of
                                                                            different questions to get a directional perspective of upcoming
GROWTH OF TABLETS. The proliferation of tablets in the marketplace
                                                                            trends. The questions revolved around creativity, performance,
is creating an entirely new channel. As consumers increase their
                                                                            quality and overall general satisfaction.
consumption of media on tablet devices, it will provide a scaled
medium for advertisers to reach their audience. Innovations in              Some of the “Best of the Web” results are listed in the
tablet computing will lead to advertising opportunities that differ         graphic above.
significantly from those on PCs or phones. The ability to bring




                                                                                                                         OUTLOOK REPORT | VOL 10    11
Razorfish ad spend is projected to
         grow by more than 25% in 2011, marking
         the fourth straight year of 20%+ growth
                   in overall ad spend for our agency.



     Themes that will shape the next year in media                       is very useful in helping marketers broaden thinking around
                                                                         marketing strategies. But perhaps the real value is in helping
     There is no doubt that digital media continues to be the most       reinforce the notion that content is media. And content can exist
     dynamic and innovative sector in marketing. One of the byproducts   in many forms. The notion that agency planners are responsible
     of the rapid pace of change in digital media consumption is the     for content leads to strategies and plans that can have a much
     constant struggle for the industry to evolve traditional delivery   greater impact. In the next year, progressive marketers will
     models. Over the next 12 months, agencies must focus on             be the ones that begin to integrate all their brand assets into
     adapting to the proliferation of new consumer behaviors and         a single communication platform, creating a unified brand
     new marketing tactics. In particular, next year will be dominated   experience that puts the needs of the consumer at the center.
     by challenges such as how to manage video across multiple
     screens, how to rapidly incorporate changes in social media,        2. DATA MANAGEMENT
     how to plan in a cross-platform landscape and how to scale
                                                                         In the last five years, we’ve increased the amount of data that
     mobile advertising.
                                                                         we manage in our own servers from 3 terabytes to 90 terabytes.
     While those trends will certainly dominate the conversation         The ability to manage large and complex data sets has shifted
     around media and marketing, it’s our perspective that there         from being a core differentiator to an absolute requirement.
     are also four major themes that will work to reshape digital        Data sources are more vast and complicated than ever.
     media in the next year.                                             Building a single view of the consumer across all channels is
                                                                         the only way that marketers can truly build effective marketing
     1. CONTENT AS MEDIA
                                                                         programs. More than 80 percent of our media clients rely on
                                                                         a data management platform that we have custom built to make
     Most marketing professionals admit to having been in a vigorous
                                                                         their digital marketing more targeted and more effective. Over
     debate sometime in the last year about the classification of a
                                                                         the next year, these platforms will continue to become more
     particular tactic as paid, earned or owned media. The construct




12   THE YEAR IN MEDIA
sophisticated, taking into account an increasing number of data      in real time. Agencies that are well-versed in bid-management
sources. Data management pays off for marketers — we’ve              systems, and that invest in the tools and processes to manage
been able to improve return on ad spend more than five times         those systems, will become industry leaders. The real-time
by serving personalized ads to dynamic segments enabled              and highly complex nature of digitized media allows marketers
by a unified marketing database.                                     to develop a sustainable competitive advantage.

3. REAL-TIME BUYING                                                  4. ATTRIBUTION


In the last year, we have more than tripled the number of real-      For the last decade, we’ve been building attribution models
time impressions we’ve purchased. On average, we’ve seen             for our clients to help them invest their marketing spend
performance improvements of more than 40 percent for our             more effectively. In the pioneering days, this type of analysis
clients. The real-time nature of digital data has simply changed     was done infrequently and was limited in breadth and scope.
the way we buy media. Those who are able to understand data          Today, with the data and processing infrastructure we have
and act upon it immediately — in real time — have a strategic        invested in over the last 10 years, and the growth of the
advantage over their competitors. Long gone are the days             marketing analytics group to more than 100 professionals,
when companies and their agencies could buy media months             we are actively building these kinds of models for our clients
in advance, then wait several more months to understand              on a regular basis. In fact, we’ve seen return on ad spending
how those media investments performed. Today, agencies               improve by as much as 3.5 times through smarter allocation
and brands have seconds in which they must respond, or               of media investments. While it’s a discipline that demands
potentially leave millions on the table in lost value. Brands need   constant iteration and analysis, that type of improvement
partners who can collect, translate and take action on that data     makes attribution modeling a crucial strategy for marketers.




                                                                                                                OUTLOOK REPORT | VOL 10   13
Razorfish outlook report 2011 (vol10)
Forget Mobile —
                                           Think Multiscreen
                                           As is the case with many new technologies, consumers are moving
WRITTEN BY                                 faster than brands. They’re already using smartphones and tablet
                                           devices in front of the TV to communicate with friends and family,
             Jeremy Lockhorn               look up information related to the show they are watching, or else
             VP, Emerging Media            surf content that is completely unrelated to what’s on the big
             @NEWMEDIAGEEK
                                           screen. Razorfish partnered with Yahoo! to conduct a study
                                           to better understand this rapidly evolving consumer behavior
WITH CONTRIBUTOR
                                           and to provide guidance for how marketers should approach
                                           the corresponding opportunity.

                                           Mobile devices are used frequently in conjunction with other screens, including
                                           the big TV in your living room. Anyone who has ever tapped out an email on their
                                           iPhone, while checking a score on the VAIO balanced on their lap, while keeping
                                           an eye on American Idol on their 40-inch BRAVIA knows this. Yet many marketers
                                           today are ignoring this ubiquitous consumer behavior as they over-focus on mobile
                                           as a stand-alone medium.

                                           Media multitasking is not a new thing, of course. People have used laptops in front
                                           of the TV since… well, probably since the first laptop entered someone’s home.
                                           We’ve seen data on this behavior for years, and yet, beyond putting a URL on
READ MORE
                                           screen or asking people to “like” a brand on Facebook, most TV spots don’t
                                           acknowledge or attempt to capitalize on the fact that the consumer is watching
                   Scan the QR code        with a Web-enabled device on their lap or in their pocket.
                   to explore additional
                   content associated      At a minimum, multitasking adds another layer of complexity to the evolution of
                   with this article.      media measurement. At most, it’s a massive disrupter to television, the medium
                                           that receives the most ad spending. DVRs threw the industry for a loop, and



                                                                                                        OUTLOOK REPORT | VOL 10   15
of respondents are
                                                                mobile multitasking
                                                                while watching TV.



     C3 ratings were born to begin to address a world where the                               partnered with Yahoo! to conduct a survey among Web-enabled
     consumer is increasingly in control.1 Now, add mobile and tablet                         phone owners with the goal of better understanding this rapidly
     multitasking to the mix and marketers everywhere wrestle with                            evolving consumer behavior and providing some guidance
     measuring the latest evolution in consumer TV viewing behavior.                          for how marketers should approach them.
     On one hand, there is a potential distraction factor with
                                                                                              We found that a stunning 80 percent of respondents are mobile
     connected devices, and on the other, there is a much more
                                                                                              multitasking while watching TV. Below are some highlights and
     engaged viewer who is passionately chasing down more content
                                                                                              key implications for marketers.
     on devices beyond the TV. How do marketers account for that
     with Gross Rating Points (GRPs) and Target Rating Points (TRPs)?
                                                                                              MOBILE MULTITASKING IS ADDICTIVE. 70 percent of respondents
     We don’t yet have a clear answer — give us six months —
                                                                                              who multitask do so at least once a week, with nearly half (49
     but most marketers seem to be ignoring the question and
                                                                                              percent) reporting everyday multitasking. Furthermore, during
     failing to capitalize on the corresponding opportunity created
                                                                                              the course of a TV program, more than 60 percent check their
     by mobile multitasking.
                                                                                              phones at least “once or twice,” and 15 percent stay on the

     Which leads us to this: Lots of data has been published about                            mobile Web for the full duration of the show.

     the fact that consumers are using mobile and tablet devices
                                                                                              MULTITASKING IS BOTH AN ENHANCEMENT AND A DISTRACTION.
     while watching TV, but little of it has gone deep enough to be
                                                                                              An equal percentage of multitasking respondents (38 percent)
     really useful in planning a multi-screen strategy. So Razorfish
                                                                                              agreed or strongly agreed with these statements:




          1
              “C3” TV Ratings Show Impact of DVR Ad Viewing,” blog.nielsen.com, October 14, 2009, http://blog.
              nielsen.com/nielsenwire/media_entertainment/c3-tv-ratings-show-impact-of-dvr-ad-viewing/.




16   FORGET MOBILE — THINK MULTISCREEN
Using the Internet on my mobile or tablet device while           so high and social networking so low; we expected the reverse.
    watching TV enhances my viewing experience.                      On the content side of things, 60 percent of multitaskers
                                                                     are accessing additional content of some type. 44 percent
    I find using mobile devices while watching TV
                                                                     is unrelated to what’s on TV versus only 38 percent related to TV.
    to be distracting.
                                                                     Clearly there can be a distraction factor here when it comes to
This seems to be an opportunity for content producers and            TV commercial time, but the good news for marketers is that 36
advertisers alike. Some people find multitasking to be a boon,       percent of multitaskers use their connected devices for looking
and we have only begun to scratch the surface in terms               up information on a commercial they just saw.
of providing an engaging dual-screen experience. It’s like the
early days of smartphones where it was remarkable that people        TV AD TIME = MOBILE PRIME TIME. TV ad breaks are triggers for

were making purchases from sites that were not mobile-optimized.     multitasking because phones and tablets are, not surprisingly,
If folks were willing to go through that much effort, it stands to   more likely to get fired up and accessed during regular
reason that making the experience easier and more streamlined        commercial pods. And, our survey respondents were more likely
will lead to even more passionate participants.                      to state that they frequently engaged in multitasking during
                                                                     ad breaks. What people do during this time doesn’t change all
CERTAIN PROGRAMMING GENRES LEND THEMSELVES TO                        that much. It’s still communication first and content second.
MULTITASKING. The top five categories that attract                   An analysis of mobile Web traffic to the Yahoo! homepage
multitaskers are:                                                    during this year’s Academy Awards broadcast indicated clear
                                                                     spikes in traffic during TV ad breaks.

                                                                     CONNECTED DEVICES ADD FUEL TO THE FIRE OF SPORTS FANDOM.
                                                                     Almost half of respondents reported multitasking during sporting
                                                                     events, with little difference shown between live or pre-recorded.
  1. Reality    2. News      3. Comedy     4. Sports      5. Food
                                                                     In fact, even when attending a live sporting event in person,
                                                                     more than a third can’t stay away from their devices. Another
                                                                     key difference between sports and other genres is that with
                                                                     sports, people are driven more by content than by communication
While the top results may not seem surprising, what struck us        (recall it was the other way around overall). Texting still rules, but
about the results further down the list were that drama edged        after that, other communication styles drop off — and various
out genres like talk shows, music videos, how-to and others.         content rises to the top. Leading behaviors include checking
We thought drama and action/adventure shows would be less            scores and schedules of other games, and looking up team
likely to see multitasking behavior. Perhaps these intense           and player information or statistics. Smack talking showed up
programs stoke multitasking as viewers get hooked and seek           surprisingly low (20 percent) — maybe that’s because it’s not
ways to further immerse themselves in the show’s world. Think        as rewarding when you can’t see the look on the other guy’s
about Breaking Bad, CSI, Dexter or True Blood — those shows          face — this feels like an opportunity for an inventive developer
are intense but they also beg viewers to dig a few levels deeper     (or enterprising marketer).
than what happens during those weekly 40-plus minutes.
                                                                     Again, an analysis of Yahoo! mobile traffic confirmed that with
COMMUNICATION AND CONTENT ARE THE MAIN DRIVERS FOR                   sports content (in this case, World Cup 2010 and Super Bowl
MULTITASKING. 94 percent of multitaskers engage in some kind         2011), commercial breaks spark mobile usage. Even bigger
of mobile communication. In order — text, talking, email, social     spikes are seen at halftime and after the games. For example,
networking and IM. It’s somewhat surprising to see talking           during the Super Bowl halftime show, Yahoo! Sports saw a 305




                                                                                                                   OUTLOOK REPORT | VOL 10    17
Content and experiences
                                                                    that move seamlessly
                                                                from one screen to another
                                                                     are an absolute must.



     percent increase in mobile traffic. After the game, even more     happening in the TV spots, and perhaps even what’s happening
     users flooded the sports section, pushing overall increase up     in the current program — especially if it’s live. At a bare minimum,
     387 percent. And, not surprisingly, Yahoo! saw massive spikes     it’s time to consider what kind of mobile call to action may be
     in mobile search traffic related to TV spots, including several   appropriate in the brand’s TV spot.
     movies and automobile manufacturers.
                                                                       Pepsi, Old Navy and Heineken have begun experimenting here.
                                                                       Pepsi gave away a free bottle of Pepsi Max to users who tagged
     Implications for marketers
                                                                       the commercial using IntoNow, a Yahoo! social tool that allows
     YOUR TV CONTENT STRATEGY MUST EVOLVE (AGAIN). It used to          you to share what you’re watching with your friends. Old Navy’s
     be relatively easy. Crank out a few 30-second spots and call      “Old Navy Records” campaign encourages users to tag spots
     it a day. But then came the Web, video on demand, basic           with Shazam to unlock related content like the featured looks,
     interactive TV capabilities and so forth. Most marketers are      and even download the music tracks for free. Heineken’s Star
     still struggling to figure out how to truly capitalize on the     Player app gives users the chance to play along with soccer
     opportunities represented by long-form video and — more           matches by attempting to predict which team will score within
     recently — social content. Now, a new imperative is clear,        the next 30 seconds. These efforts begin to show the possibilities,
     especially for those spending heavily on TV. Content and          but are only scratching the surface.
     experiences that move seamlessly from one screen to another
                                                                       MOBILE SEARCH IS ABOUT MORE THAN LOCAL. There’s no doubt that
     are an absolute must. This is bigger than simply having
                                                                       local search is very important. After all, mobile users are accessing
     a mobile- or tablet-optimized Web site. It means a cohesive
                                                                       local search 34 percent more than they were a year ago, according
     communications strategy where the spots and the experience
                                                                       to research from comScore and the Local Search Association.
     on mobile devices work together and build toward a greater
                                                                       But, with the massive amount of multitasking behavior highlighted
     whole. It means a mobile-optimized site that knows what’s
                                                                       here combined with the various studies suggesting that anywhere
                                                                       from 30-40 percent of mobile data usage happens at home, mobile



18   FORGET MOBILE — THINK MULTISCREEN
search isn’t exclusively about finding the closest taco joint.      to action could be something along the lines of “See your favorite
Marketers must reconsider their search strategies. At a minimum,    celebs arriving in the new XYZ car,” linking through to a series
they need to ensure that their mobile properties are properly       of videos and also featuring the red carpet reporter’s overview.
positioned in organic results. It may also be worth re-evaluating
                                                                    CONNECTED DEVICES ARE THE NEW WATER COOLER. People aren’t
the keywords they’re bidding on, perhaps to include terms that
link the brand to shows and events they’re sponsoring.              waiting until the next day to discuss what happened on their
                                                                    favorite program anymore — it’s happening in real time now,
Let’s take an automotive company launching a new luxury sports      via text, email and social networking sites/services. Brands can
sedan, for example. Part of the launch is sponsorship of a live     ride along here as well, but it requires a smart social strategy
awards show — several spots appear throughout the show and          that syncs the brand with the programs they’re sponsoring.
the celebs hitting the red carpet arrive in the new vehicle.        It’s not easy, but with more than half of multitaskers getting
Bumpers include “sponsored by” mentions and on-screen               active on social networks during TV viewing, there is a massive
logos. The spot closes with a URL. Some viewers might jump          opportunity to engage the audience on a new platform.
to their phones, fire up the browser and enter the URL.
But a good portion of them will also take what they perceive        In the automotive example above, there are several ways

to be a shortcut: typing the brand’s name into a search box.        the brand might get involved in the real-time discussion.

Organic and paid results should appear and direct a relevant        Aggregating Twitter feeds on their homepage, for example, allows

experience — perhaps the site’s homepage temporarily features       users to explore the new sedan while staying connected. Perhaps

the new model as well as content related to the awards              sponsored tweets could go out from a few celebs talking about

program. Perhaps the red carpet reporter films a walk-through       how much they liked the ride in the car. The brand’s social network

of the vehicle, and that video is made available. To drive even     presences could all be talking about the show, perhaps launching

more traffic and engagement, the brand could bid on search terms     real-time polls asking users to predict who will win the next

relevant to the awards show (and popular gossip sites). The call    category. And so on.




                                                                                                                OUTLOOK REPORT | VOL 10   19
Connected
                                                      devices are the
                                                      new water cooler.



     MULTITASKING MIGHT FINALLY KILL (OR AT LEAST REINVENT)              large groups of people are tuning into. And, with so much
     THE GRP. The GRP debate rages on. The metric that has been          brand engagement happening on these connected devices,
     the currency of the offline world for decades has tried time        effectiveness of spots may also be more accurately measured.
     and time again to enter the digital world, only to be beaten back   Lastly — and this is the silver bullet — with massive growth
     by legitimate arguments that it doesn’t accurately account for      expected in mobile payments and mobile wallets, the same
     different levels of engagement, among other weaknesses.             device that knows what people are watching and what people
     But here’s the remarkable thing about multitasking —                are surfing will soon know what they’re buying, creating
     increasingly, the devices are going to know what people are         the ideal closed loop for ROI-driven marketers. And who
     watching, providing a potentially more accurate view into what      isn’t ROI-driven these days?




20   FORGET MOBILE — THINK MULTISCREEN
By Frederic Bonn




             Do you rely on more than one agency                                                                                        Do you know how most
              to handle your communications and                                                                                           agencies operate?
                          marketing?


                                                                        Do you want your agencies
                                                                        to successfully collaborate?



         Is that single agency capable of mastering
                                                                                      Do you have one lead agency creating               Here's a little more about how
           integrated communications from social
                                                                                       ideas while the others simply follow?                    agencies think.
          media to mobile, event planning to media
                     buying, TV to digital?                                                                                                They all love what they do,
                                                                                                                                             but their love is blind.
                                                           Do you want a
                                                             consistent                                                                 Agency A thinks that Agency B is
                                                          communication                                                                clueless about digital, even though
                                                            platform that                                                               Agency B said they had videos on
                      And you have operational            works across all
                        flexibility and scale?            channels and is                                                              YouTube — “That’s digital, right?”
                                                           relevant to the
                                                             consumer                 Your lead agency is probably the “traditional”    B dismisses A’s ideas because A
                                                             behavior in                agency, right? Great, you now have a 30         doesn’t know anything about the
                                                                each?                   second spot (or 60) and some print ads.        brand, but come on, A had a video
                                                                                                                                       on YouTube, too! — “That’s brand
   And
 you re                                                                                                                                         building, right?!”
satisfied                                                                                Did you develop an integrated brief that
with that?                      And they provide                                                                                       A and B think C should just follow
                                                                                         incorporates all agencies, teams and
                                ground-breaking                                                                                        what they say — “Wait, you didn’t
                                                                                         disciplines involved in your business?
                                  creative ideas                                                                                               get our memo?”
                                that deliver great                                                                                      And D should just buy what they
                                     results?          Do you believe
                                                      consumers only                                                                      all need — “Because we’ve
                                                      experience your                                                                         already figured it out.”
                                                       brand via one
                                                      media channel?
        Are                                                                         Do your teams meet regularly
       you in                                                                      to develop an integrated brand
       denial
         ?                                                                            strategy and campaigns?



  So you’d
  actually
rather work
with multiple
 agencies?                                                  Have you defined your individual
                                                          agencies’ roles and responsibilities?




                                                           And they never try to
                                                            compete anyway?




                                                                                                                                                OUTLOOK REPORT | VOL 10       21
Razorfish outlook report 2011 (vol10)
A Wake-­Up Call
                                           for Collaboration
                                           The ability to integrate creative, media and technology to meet
WRITTEN BY                                 the demands of your always-­on consumer is ideal. However, most
                                           traditional lead agencies don’t have those capabilities just yet, nor
             Pete Stein                    are most digital agencies prepared to handle lead agency duties.
             President, East               Coordination of your agencies is not enough — you need to move
             @PSTEIN211
                                           more aggressively toward true collaboration. We’ve identified five
                                           big barriers to essential agency collaboration.
WITH CONTRIBUTOR

                                           People now consume 12 hours of media in just 9 hours of elapsed time, according
             Frederic Bonn                 to a recent Harvard Business Review study.1 Consumers use a lot of media types
             Executive Creative Director   all at once and now brands need to catch up. To do so, marketers must change
             @FREDERICBONN
                                           how they work with their agencies.

                                           If you are a CMO or a brand leader, you are probably using multiple agencies
                                           to meet the demands of your always-on consumer. A lead agency that can integrate
READ MORE                                  creativity, media and technology would be a great solution, but traditional lead
                                           agencies aren’t yet capable. In 2009, Forrester Research set off a mini industry
                                           tempest when it reported that only 23 percent of interactive marketers felt
                   Scan the QR code
                                           traditional agencies were equipped to handle interactive marketing work.2 Fast
                   to explore additional
                   content associated      forward two years and Forrester still reports that only 30 percent of those surveyed
                   with this article.      use their traditional agencies for digital marketing, and in fact 68 percent of those
                                           marketers work with two or more agencies. Some reportedly have more than 15



                                                1
                                                    “How Internet Junkies will Save Television,” Harvard Business Review, http://hbr.org/web/extras/
                                                    how-internet-junkies-will-save-television/4-slide.
                                                2
                                                    Sean Corocan, “The State of Interactive Agencies,” Forrester, December 7, 2009.




                                                                                                                        OUTLOOK REPORT | VOL 10        23
Coordination of agencies
                                                                 is not enough — you need
                                                                 to move more aggressively
                                                                 toward collaboration.


     agencies on their interactive rosters.3 By the same token, most                           We have seen five big barriers to collaboration:
     digital agencies aren’t yet ready to handle lead agency duties. In
                                                                                               1. CLIENT EXPERIENCE/CONFIDENCE
     three to five years, the landscape will look different, but for now
     marketers have to deal with a patchwork of agencies that are
                                                                                               As a brand marketer, you probably have more confidence
     channel specialists and all the complexity that comes from that.
                                                                                               in one area of the marketing mix or the other. Perhaps you are

     What can you do now to drive the integration of creativity,                               a digital native who lives and breathes ones and zeroes, and now

     media and technology that you need to truly engage consumers?                             you’ve been promoted to look after the whole mix. Or maybe

     Coordination of agencies is not enough — you need to move                                 you’re a “traditional” marketer with a strong legacy of brand

     more aggressively toward collaboration. And guess what?                                   building, but you’ve had your run with TV commercials.

     Agency folk want more collaboration — or at least they claim                              You find digital exciting, but daunting and maybe even a bit

     they do.                                                                                  over-hyped. Wouldn’t life be better if your agencies were
                                                                                               bringing truly integrated ideas to you?
     So, what are you waiting for? If you are a CMO or brand leader
                                                                                               2. CULTURAL INERTIA
     and you’re not pushing your agencies for deep collaboration,
     you’re missing out on a big opportunity.
                                                                                               Success can dull the competitive edge. We have seen many
                                                                                               marketers and their agency teams not adapt fast enough because
                                                                                               they haven’t had to. Sometimes a great track record can put you




          3
              Sean Corocan, “How to Optimize your Interactive Agency Roster,” Forrester, May 27, 2011.




24   A WAKE-UP CALL FOR COLLABORATION
in a position for future failure. Similarly, agencies, particularly       you’re at it, examine your own organization. Agencies tend
account people, are protective of their turf. Unless they feel            to organize around their clients, so if your organization is siloed,
their piece of the pie is protected, change will be difficult.            it’s likely that your agencies will be, too. Even if you don’t
                                                                          change your structure, make sure your organization is aligned
3. ABOVE-THE-LINE AGENCY SNOBBERY
                                                                          and not operating in silos defined by channel.

Some above-the-line agency teams believe that: 1) digital agencies        DEMAND CREATIVE AND MEDIA COLLABORATION. Creative
don’t have anything of value to contribute to the conversation,           collaboration starts with a solid brief delivered to all agencies
or that 2) their team is already leading the way in digital.              simultaneously. Unearthing an insight that reflects true audience
                                                                          behaviors is critical to crafting a relevant message, no matter
4. DIGITAL AGENCY LIVES IN A DIGITAL BUBBLE
                                                                          who makes it or when it’s launched. The brief needs to nail the
Digital agency teams tend to fall down in two places: 1) they             business objectives, brand DNA and the digital behaviors —
don’t fully respect the power of offline communications, or               with the goal of tapping into the rituals that are ripe territory for
2) they aren’t able to lift out of the tactical and into the strategic,   the brand. We recently found that if we allow the above-the-line
and they fail to put their work in this broader strategic context.        agency to own the brand DNA, we can own the digital behaviors,
This leads clients and above-the-line agencies to keep them               thereby making sure they are embedded into the ideas. This will
in their digital silo.                                                    enable your creative teams to come back with a true creative
                                                                          platform — not just a single execution that’s stretched across
5. CLIENT SILOS                                                           channels. One-hit television campaigns or social campaigns do
                                                                          not a platform make. Don’t settle for anything less than a robust
Clients are often organized into silos that make it very difficult
                                                                          creative platform. Huge bonus points if your media agency is
to plan with a focus on how the consumer and the brand should
                                                                          part of the team. A successful channel plan is one that considers
engage. There are different client owners for traditional creative,
                                                                          how to leverage each channel in a way that makes the whole
digital creative, media, PR and other elements of the mix, too.
                                                                          greater than the parts. You’ll find that when media and creative
When agencies report into different silos, true collaboration will
                                                                          teams work together, you’ll get deeper consumer engagement.
not occur.
                                                                          And just to be certain that the ideas are inherently social and
Despite these barriers, we have had success with our clients              engaging, we have found it beneficial to include explanations
and our agency partners. We recently formalized our partnership           in the brief. Use the brief to articulate why the insights point
with BBH at Unilever, a client with whom we’ve had a lot                  toward engagement.
of success rethinking the model. Here are some lessons we’ve
                                                                          PROTECT COMPENSATION AND PROVIDE INCENTIVES THAT DRIVE
learned on getting the best work out of the right people:
                                                                          ALIGNMENT. Incentives are a powerful lever that should be pushed

ESTABLISH THE PROCESS. In order to get the most out of each               to drive behavior. Agencies should be rewarded for collaboration.
agency, make sure you define a clear process for them to work             Ultimately they need to be rewarded for great work and business
together. You need to clarify the boundaries of their engagement,         impact, but consider this to be part of a journey. They need to know
expectations and ownership. One exercise we went through                  that their piece of the business is protected. While strategy
with a partner agency was to play the “what if” game. We talked           is shared, execution should be handled by channel experts so
through all of the worst-case scenarios we could imagine                  that change is managed gradually. In addition to giving agencies
and how we would handle them when things went wrong.                      a safety net, give them a reason to jump higher. For one client
It was a fun game and a great way to talk through problems                we (us and the ATL agency both) receive a bonus if we help
in an environment where emotions weren’t running high. While              the client exceed key business targets.




                                                                                                                        OUTLOOK REPORT | VOL 10   25
To get the most out of
                                                        each agency, make sure you
                                                        define a clear process
                                                        for them to work together.



     KEEP A SLUSH FUND. A key to successful marketing is figuring         ability to create urgency. You need to set a high bar. For instance,
     out how to integrate always-on and episodic (campaign-based)         point to competitors or other brands that are doing it well.
     communications. Great creative platforms should have plenty          And you need to shift the risk. Tell your agencies that if they fail
     of legs and should be responsive to consumer engagement.             by trying something new and different, you will embrace it, but
     This creates a great opportunity for agency collaboration,           if they fail by not collaborating, it will be a strike against them.
     but as the client you need to set aside some money in order
     to create relevant content or utilities that can stoke a fire that   In the end, agency collaboration is rooted in something very

     you may have created. When we created the Mercedes-Benz              fundamental — trust. Your agencies need to trust each other

     Tweet Race last year, we saw that there was a lot of curiosity       to produce great work. By setting up a clear process, demanding

     about the tweet-powered vehicles. We jumped on the buzz              creative collaboration, and planning for the unplanned, you can

     and created a spoof video of German engineers driving cars           go a long way toward setting up the structure and incentives

     with their mobile devices. It helped ignite a lot of interest.       that your agencies need to build trust amongst each other.

     You need to start planning for what you can’t plan.                  With a solid foundation in place you can count on your
                                                                          agencies to do their job exceptionally well.
     CREATE URGENCY. Without a substantial reason to change
     behavior, it will not change. You, the client, have the greatest




26   A WAKE-UP CALL FOR COLLABORATION
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
It’s Time for
                                                     Big Data to Improve
                                                     Customer Experience
                                                     Channel-­based marketing is dead. The increased amount of data
WRITTEN BY                                           available at the individual consumer level, combined with the
                                                     proliferation of cloud computing, have allowed savvy analysts
             Mark Taylor                             and marketers to create a truly singular view of the consumer,
             VP, Customer Insight Group              regardless of touch point. This single view enables a truly
             LINKEDIN.COM/IN/MARKCHRISTOPHERTAYLOR
                                                     enhanced consumer experience and more efficient use of client
                                                     and agency resources for decision making. All the customer
WITH CONTRIBUTORS
                                                     data out there is worthless if you can’t process it and turn it into
             Marc Sanford, PhD                       actionable intelligence.
             Director, Customer
             Insight Group                           Unfortunately, older data processing technologies (such as Relational Database
             @MMSANFORD
                                                     Management Systems, or RDBMS) are simply not capable of processing data
                                                     in volumes that the industry has collectively coined “Big Data” — volumes that
             Pradeep                                 are in terabytes/petabytes. As such, we position the consumer as the only real
             Ananthapadmanabhan                      appreciating asset and we tie everything together through the use of Big Data.
             Chief Technology
             Officer, VivaKi
             LINKEDIN.COM/IN/PRADEEPANANTH
                                                     Awareness of the challenges of a multi-channel world is nothing new, but each
                                                     channel touch point represents an immense opportunity for insight. An average
                                                     Razorfish client has billions of customer interactions a year across paid, earned
                                                     and owned channels. With so many opportunities for insight and learning, we
READ MORE
                                                     create a 360-degree view of each individual in the database.

                                                     Using integrated Big Data approaches, we are now informing the holistic data
                    Scan the QR code
                                                     view to gain the fullest understanding of consumer interactions, intent and value
                    to explore additional
                    content associated               possible. This current shift centers on how customer intelligence across channels
                    with this article.               is not just used for insights, but actioned at great velocity to power multi-channel
                                                     targeting and personalization, made real through dynamic digital messaging.



                                                                                                                  OUTLOOK REPORT | VOL 10   29
Paid                                                      Email


                                                                              Search                          Mobile


                                                                                               .com                          3rd Party
                                                                                                                               Data
                                                                               Web
                                                                             Analytics                       razorfish-­
                                                                                                                                         Analytics
                                                                                                              OPEN TM
                                                                             Platform
                                                                                             Display                         Reporting
             Earned                                        Owned

                                                                               Social                          AOD                        Media


                                                                                                                             Targeting


                                                                                 OWNED
          Each touch point is an identifiable interaction
                                                                                 PAID
          and an opportunity to build value.
                                                                                 EARNED

                                                                                 razorfishOPENTM

                                                                                 3RD PARTY (AOR/Client/3rd Party)
     From insight to action, we’re now finally implementing
     consistent and relevant messaging approaches that provide
     cohesive consumer experiences.
                                                                                 Modular approach to platform and services, by fully
                                                                                 integrating an organization’s owned, paid and earned
     In our experience, each client using Razorfish’s Big Data-led               channels for insights and targeting.
     performance marketing approach takes a different path. Ultimately,
     a client’s path is based on business priorities and what information
     can be leveraged from the available tagging and data strategy.
                                                                                Better use of the team’s time to focus on what matters
     Working with different clients has enabled us to determine
                                                                                most to their business.
     realistic roadmaps.
                                                                            Data enables us to understand customers and to manage
     Holistic integration benefits:                                         contact and content strategy. Data is a core component of
                                                                            integrated marketing and, via an integrated approach, we can
         Common Data Marketing Platform (DMP) for reporting,
                                                                            speak with a single voice across channels and lines of business.
         analytics, targeting and media integration.
                                                                            However, to succeed in a meaningful way at that level of
         A channel and customer view of success.                            customer centricity, we have to manage all that data in a way
                                                                            that holistically fuels customer engagement and experiences.
         Metrics that measure end to end, not just in parts.
                                                                            That effort requires a whole ecosystem of people, processes
         Decision-making through actionable insights.                       and technology.
         A common language for performance across different
                                                                            Even the most sophisticated and modern businesses today are
         teams, brands and markets.
                                                                            surprisingly ill equipped to manage even the most basic digital



30   IT’S TIME FOR BIG DATA TO IMPROVE CUSTOMER EXPERIENCE
There’s a new game in town —
                                                    it’s cross-­channel data
                                               management and marketing.



marketing standards and activities, let alone jettison forward    you might think. Much of the technical and analytical challenges
into the new world of Big Data techniques.                        for tapping Big Data have been solved — but failures today
                                                                  often stem from attempting to use legacy small data solutions,
Through a series of in-depth interviews and client experiences,   internal politics, effort fragmentation and failure to manage the
Razorfish found a common set of fundamental challenges            true value of Big Data-based solutions. While a lot of niche
holding back meaningful data integration:                         players using Big Data approaches have stepped up to solve
                                                                  parts of this challenge, building incremental capabilities in a silo
    Fragmentation of efforts between different teams, tools and
                                                                  can by default push you further into a silo-based culture and
    data sources across multiple channels, brands and regions.
                                                                  limit your understanding of the customer.
    Political and fiscal turf protection.
                                                                  Any holistic Big Data solution requires a scalable measurement
    Multiple sales funnel constructs.
                                                                  plan and tagging strategy at its foundation so you can take into
    Inability to identify the customer.                           account performance marketing efforts across channels, tactics
                                                                  and disciplines, with a shared strategy of measurement and
    Inability to quantify the value of customer experiences.
                                                                  tracking that is scalable across international regions and markets.
Let’s take a closer look at how our approach to Big Data, using
the razorfishOPENTM framework, can remedy these issues.           The end solution provides a subtle and intelligent approach
                                                                  that can evolve by integrating and building upon other assets,

Fragmentation                                                     data sources and capabilities already in place. This approach
                                                                  enables a modular and organic ability to evolve and grow, but
We’re in an era where intelligent use of Big Data pays huge       with a standardized core. These qualities are not always the
dividends. Implementing solutions that improve integration of     prerequisite in Big Data techniques, but without this there is
data is very challenging and complex but not for the reasons      no foundation for growth.




                                                                                                               OUTLOOK REPORT | VOL 10   31
Online
                                                                                                                               Transaction       Profiles &
        Display            Social            Search              .com        Mobile           Email           Retail/
                                                                                                                                  Data           Segments
                                                                                                               Store

         MEDIA           SOCIAL              MEDIA              SITE        MOBILE            EMAIL      MERCHANDISING TENURE AND
                                                                                                                                                 ATTITUDINAL
        METRICS          METRICS            METRICS            METRICS      METRICS          METRICS        METRICS   PRODUCT VALUE




         Report           Report             Report             Report       Report           Report          Report             Report            Report


      MEDIA AGENCY       MULTIPLE                                                            IN-HOUSE        IN-HOUSE                            RESEARCH
                                          SEARCH AOR         DIGITAL AOR   DIGITAL AOR                                          IN-HOUSE
     OF RECORD (AOR)     AGENCIES                                                             TEAM 1          TEAM 2                              AGENCY


          DFA          Buddy Media           Marin            Omniture       Flurry        ExactTarget         ATG               Custom            Custom



                                                                                                                        OWNED
          Example of a siloed view of data management and reporting.                                                    PAID

                                                                                                                        EARNED

                                                                                                                        3RD PARTY (Client and 3rd Party Data)




     Turf wars                                                                        and deep analytics. This was the foundation starting point for their
                                                                                      organization and it ensured they gained political capital across
     Crossing organizational units can be tricky. Often clients are                   their business model through an evidence-driven, customer-
     not set up internally for a path to success based on complete                    centric approach that enabled financial modeling of return on
     integration and use of available data. Organizations are formed                  investment. Their next phase focus is on actioning that data for
     around channels — one unit owns the Web site and its data,                       targeting across display advertising and the Web site.
     another owns CRM and email, another may own Web media
     and yet another may be in charge of social media. Worse yet,                     Another Razorfish client, a major global retailer, recognized
     each silo may have its own analytics arm. The only way to be                     that they had a wealth of underutilized offline and digital data.
     part of this organizational conversation is to think big. We have                They decided to leverage Big Data approaches to integrate
     gained phenomenal success by leveraging Big Data-based                           multiple channels and power media, dynamic re-messaging,
     techniques as part of a modular, digital roadmap that directs                    analytics and more. The ultimate purpose is to enhance the
     current and future business investment in the next 100 days/12                   value of those relationships by aggregating information about
     months/3 years. Be prepared to think big even while starting                     the customer and communicating with them in the most relevant
     small, and determine your starting point and roadmap — no                        and engaging way. Previous iterations of this approach resulted
     matter how audacious your goals.                                                 in a three- to five-time increase in return on ad spend, and a
                                                                                      significant decrease (about 65-70 percent) in cost per acquisition.
     A Razorfish global technology client decided their initial priority              Each phase typically pays for itself in weeks, while providing the
     was to gain cross-channel insights before embarking on targeting                 funding for the next incremental phase. This becomes a sound




32   IT’S TIME FOR BIG DATA TO IMPROVE CUSTOMER EXPERIENCE
position to be in when convincing your peers of the rationale               Multiple sales funnel constructs
 and business case to fund such solutions.
                                                                             Funnel management is where people are getting clever with Big
 Big Data can be organized without a major disruption or re-                 Data, however it runs the risk of solving only one part, rather than
 architecture of existing structures, internal teams, vendors,               the whole. We know that leveraging a single view of the consumer
 agencies, platforms or focus. Instead, our approach to Big Data             drives value at all levels of the funnel. So why do many continue
 utilizes an open standard designed to exploit existing assets               to approach client problems and challenges as one-offs or focus
 and fit the best custom solution for business environments.                 on just one area of the funnel?
 This approach has an evolving set of modular relationships
 managed as a single solution, resulting in a single and holistic            Too many distributed engagements will lead to:

 view of the customer based on all available data. Our clients
                                                                                1. Single point-in-time solutions that require rebuild with
 are using this common view to engage and encourage their
                                                                                    every new engagement.
 different teams to speak in the same language.
                                                                                2. An additional data silo that requires more time and effort
                                                                                    to manage and process.




                       Target 1.0                 Target 1.1             Target 1.2                Target 1.3                  Target 2.0




                     Heavy use of
                                              Dynamic ad, last                                                           multiple data sources
   Description        CT with no                                                             multiple data sources
                                                action only
                     dynamic ads

                                                                                                                               delivery

      Delivery
                                                                                                                          Display, site, email,
      Option/       Display or site                Display                Display                   Display
                                                                                                                          mobile, call center
      Channel

                                                                                              Increased relevance
                                                                     Higher relevance         and huge long-­term
      Benefits      Low complexity              Fast to market                                                             Channel agnostic
                                                                    and full data access          incremental
                                                                                                  data benefits

                  Some time to set up                                  Greater set-­up
                                               Access to data                                    Time to market         Greater cross-­channel
Considerations     the offer, strategy                              investment to ensure
                                                 is limited                                         is longer           business coordination
                      and creative                                   platform is in place

   Typical ROI        1.5 X ROAS                 3.5 X ROAS              5 X ROAS                 ~6.5 X ROAS                 ~8 X ROAS




                     razorfishOPENTM targeting roadmap.




                                                                                                                         OUTLOOK REPORT | VOL 10    33
Funnel management is
     where people are getting
     clever with Big Data.



     For example, the illustration on the right shows how an effective              DIGITAL           OFFLINE

     re-messaging program will grow the bottom of the funnel. However,
     if this becomes a one-off without integrated implementation and
     access to the data, the solution becomes a very clever silo at the                   Awareness
     expense of the broader opportunity.
                                                                                         Consideration
     The reality is that the rules and the data to enable an integrated
     view and management of the funnel would need to come from                            Retargeting
     first-party data via a DMP solution and the organization’s data
     assets, rather than a third-party data provider. Third-party data
     intelligence can provide these larger insights into what’s working
     and where there’s opportunity for more scale. Data providers
                                                                               Conversion and remarketing is only
     can be joined to first-party data, not the other way around.
                                                                               part of the answer.

     Within Razorfish’s framework for integrating data and services
     (described below as razorfishOPENTM), targeted, dynamic ads
     are combined with a Demand Side Platform (DSP), such as              and relevance. This integration also enables the ability to bring
     Audience on Demand (AOD), to match impressions to users              a wide array of data at the bottom of the funnel to the audience
     identified in real time. This allows you to only reach users that    at the top of the funnel.
     have been already “qualified,” and avoid upfront agreements
     and negotiation by paying the market price for users meeting         Inability to identify the customer
     criteria defined in the audience segmentation. By reaching the
     right audience at the right price and allowing the ability to        Razorfish implements a customer-centric approach through an
     control bids at a cookie level provides a great deal of efficiency    organized framework of measurement and tagging that tracks



34   IT’S TIME FOR BIG DATA TO IMPROVE CUSTOMER EXPERIENCE
all digital business activity and harnesses the full stream of                              toward meaningful interactions at a customer level and progress
data as the core basis of the single view of the customer. From                             the value of their brand relationships over time.
day one we leverage all existing assets, people, agencies and
                                                                                            We have seen our clients quickly moving toward a culture that
platforms, without a big, disruptive overhaul. Chances are these
                                                                                            understands customer data as one of its most valued assets.
existing components are there for a reason and are providing
value, but getting that cross-functional view and line of sight is
                                                                                            Focusing on customer value helps companies move away from
the first objective.
                                                                                            channel performance and toward greater customer-centricity.
                                                                                            But to calculate customer value, companies must fully utilize the
Inability to quantify the value of customer experiences                                     recency of interactions, along with the required behavior, revenue
                                                                                            and relationship metrics. A key challenge businesses struggle
Organizations are increasingly demanding faster value return on
                                                                                            with is finding advanced analytical skill sets and analytics-based
their marketing investments. Razorfish has found that businesses
                                                                                            approaches that can leverage and interpret that data to determine
now more than ever need a true, meaningful understanding
                                                                                            the key levers that drive value within their organization, or at
of what drives customer value. Rather than using Big Data to
                                                                                            least within a specific team’s control.
improve one area of the customer experience, we need to build




                                          AUDIENCE/                         PROSPECT/                                CUSTOMER                CUSTOMER
                                          PROSPECT/                         CUSTOMER                                MANAGEMENT              MANAGEMENT
                                          CUSTOMER

                                                                       Using an integrated DSP allows you to only reach customers
                                                                      and prospects that have been "qualified" by razorfishOPEN TM.




                                                                               Paid                                                          Call Center

Consistent data collection across touch                                                                                                          DM
points enables analytics, segmentation,                                                                .com
                                             Publishers




targeting and reporting. For example,
a customer falls into segment 8, based
upon razorfishOPEN TM rules. Razorfish                                        Owned                                                            Mobile
then targets customer experience,
agnostic of channel (represented
by orange dots).                                                                                                                                Email

                                                                              Earned                                                            Retail




                                                          Open & DSP Audience                                      Enhanced Segmentation
                                                           Targeting Integration                                      & Data Provision



                                    3rd Party DSP and                                 razorfishOPEN TM                                          Client
                                     Data Providers                                     1st Party DMP                                      Proprietary Data




       Behavioral data captured by the razorfishOPENTM first-party DMP on client-owned assets integrates with Media DSPs
       third-party data to help build more precise audience segments and add to our clients’ audience buying capabilities.




                                                                                                                                              OUTLOOK REPORT | VOL 10   35
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Razorfish outlook report 2011 (vol10)
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Razorfish outlook report 2011 (vol10)
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Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
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Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
Razorfish outlook report 2011 (vol10)
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Razorfish outlook report 2011 (vol10)

  • 1. outlook report VOL 10
  • 3. 4 Outlook Report, Volume 10 — There’s no better time to start something. 6 The Year in Media 14 Forget Mobile — Think Multiscreen 22 A Wake-Up Call for Collaboration 28 It’s Time for Big Data to Improve Customer Experience 38 Humanity Check — What Consumers Really Think About Tech 42 How the Social Cloud Can Accelerate Brand Interaction 50 Beyond the Banner — Unleashing the Power of Digital to Drive Topline Growth 58 The Rules of Gamification 62 It’s Not Enough to Be Liked — Getting Serious About Social 70 Controlling the Retail Environment Through Digital Brand Immersion 78 Performance Marketing Must Die 84 Toward a New Global Digital Agency Structure 90 Limited Time to Prepare for Unlimited Potential of Mobile 98 How the Open API Movement Can Help Your Brand 102 Organizing for Digital Success 108 Authors and Contributors 120 Contact OUTLOOK REPORT | GO TO RAZORFISHOUTLOOK.RAZORFISH.COM FOR AN INTERACTIVE VERSION OF OUTLOOK REPORT, VOL 10. 10 3
  • 4. There’s no better time to start something. 4
  • 5. As we gathered the data and spoke to clients and industry watchers to put together the Razorfish Outlook Report, we once again found our business in the middle of tremendous global change. The conversation around digital marketing — long the domain of digital agencies and technology companies — is now part of a much broader conversation about social and cultural change, the global economy and business landscape. In today’s world, social tools that started as communications Finally, efficiency alone won’t move business forward forever. and marketing tools have become conduits for revolution. When I meet with CMOs, CIOs and CEOs around the world, Cloud-based services have finally emerged as viable methods I continue to hear a call for innovation and see an ever-present for increasing collaboration and driving greater efficiency. search for sources of incremental revenue. Marketers and And the investment world increasingly looks to start-ups business leaders once tasked with spending budgets efficiently to once again push the global economy forward. are increasingly challenged with identifying new sources of growth, as well as product enhancements. This means digital is now a lot bigger than agencies. In fact, it’s bigger than marketing. It’s increasingly woven into the fabric The truth is, building an agency that fires on all cylinders — high of our business and consumer culture. This inspires us more levels of creativity, innovation, efficiency and technology — is a than ever not only to optimize the status quo, but also to ignite tremendous challenge. But it’s what agencies and great marketing a business movement of sorts. organizations will need to do to survive in the face of change. But how? Which brings me back to the Razorfish Outlook Report. I think you’ll find it to be a little less theoretical and a bit more practical First, there is more pressure on our business to perform than in years past. Why? Aren’t digital agencies supposed to be creatively, stemming from the fact that digital ideas come the predictors of the digital future? There’s nothing wrong from more sources than just the agency. Indeed, as the new with dreaming big, but first and foremost, in our view the next generation of creators enters the workforce, we have observed 12 months will be about doing. their natural tendency to put digital at the center of their process and thinking, regardless of their chosen industry or employer. We’re not just talking about the social media explosion, but As a result, companies like ours have to raise their game also scaling an organization and agency partners to execute creatively to deliver idea-led value to our clients, while creating on a strategy. Not simply checking the boxes of media best an environment for new ideas to thrive. practices, but leveraging every tool available to plan, buy and measure its effectiveness. Not just accepting the product Next, there is a strong drive to leverage the power of technology experience as it exists today, but using technology to improve to increase efficiency and drive down the cost of marketing customer experience. Not just ideation, but also execution. and doing business. We are seeing tremendous opportunities in the media marketplace, with the rise of ad exchanges, analytics As we publish the Outlook Report, we hope it will inspire you and marketing platforms, to do just that. We’re merely scratching to think and act. It’s what we mean when we say Ignite. the surface of what’s possible. Bob Lord Global CEO @RWLORD OUTLOOK REPORT | VOL 10 5
  • 7. The Year in Media Here’s our annual look at Razorfish ad spend, along with the results WRITTEN BY of our media team poll to identify the “Best of the Web” and trends The Razorfish Media Team for 2012. As we’ve done in the past, we polled the Razorfish media team to discover the “Best of the Web,” asking a variety of different SPEND ANALYTICS PROVIDED BY questions to get a directional perspective of upcoming trends. Thomas Sudassy The questions revolved around creativity, performance, quality Media Research and overall general satisfaction. and Publisher Relations LINKEDIN.COM/IN/SUDASSY The past year in digital media was heavily influenced by the rapid adoption of new channels like tablets, the explosive growth of new consumer platforms like Twitter and new innovations in media buying such as ad exchanges. Overall, investments in digital continue to grow year-over-year, playing an increasingly critical role in our clients’ marketing plans. Consumer migration to digital media, the emergence of new media powers and the sophistication of performance metrics made the year in media one of the most dynamic in decades. Ad spend in review Razorfish ad spend is projected to grow by more than 25 percent in 2011, marking READ MORE the third consecutive year of more than 20 percent growth in overall ad spend for the agency. The growth is a result of success in new business and from increased Scan the QR code investment from long-standing clients. After just two years, Publicis Groupe has to explore additional proven to be a great fit for Razorfish and our clients. content associated with this article. Now more than ever, the function of media planning is about understanding consumer behaviors and needs — and how to craft experiences that deliver on the opportunities OUTLOOK REPORT | VOL 10 7
  • 8. Content is media. Yearly media billings Spend 4% 200 4% 150 43% 36% 13% INDEX 100 4% SEARCH 4% DISPLAY 50 2011(e) 43% MOBILE 2010 2008 2009 36% SOCIAL 0 NETWORKS/EXCHANGES presented by those evolving behaviors. This is fundamentally 1. GROWTH IN AD EXCHANGES different than simply accumulating reach and exposure through Razorfish has been active in buying through ad exchanges mass media. Our paid media spend was distributed across five since the early days of auction-based display media. We were main channels, illustrating the increasing complexity faced by one of the first agencies to launch a trading desk to directly clients and digital marketing teams. access the growing pool of inventory and have continued A closer look at the distribution of ad spend reveals several to be at the forefront of data integration through the creation emerging trends: of client-side data mart solutions, now commonly referred to as DMPs. 8 THE YEAR IN MEDIA
  • 9. Our continued expansion into the auction-based media Number of publishers vs. number of media partners marketplace has resulted in tremendous benefits for our clients in terms of more effective pricing, better targeting and stronger 1,832 ROI overall. As we continue to grow and expand our efforts in this area, we will be focused on integrating first- and third-party 1,024 data to build the most sophisticated targeting offering possible. 692 These efforts will, of course, be balanced by the industry’s 598 important and ongoing efforts to provide sound self-regulation around data management and privacy. 2007 2008 2009 2010 Our investment in ad exchanges grew by 66 percent in 2010 and is projected to grow again by more than 60 percent in 2011. Even with that growth, there is still plenty of upside in this category since it represents less than 10 percent of our However, we have continued to increase our concentration total ad spend. on fewer and more strategic partners. This focus on more complex, strategic partnerships has resulted in strong benefits Total spend in ad exchanges for our clients in terms of scale, price, innovation and access. The breakout of our spend shows that 55 percent of our 300 aggregated budget goes to our top five strategic partners, 25 percent to the next 32 largest partners and the remaining 250 2011 20 percent in our long tail of 584 publisher partners. 200 INDEX 150 2010 Spend breakout 100 2009 100% 50 90% 80% 0 70% = TOTAL SPEND 60% 50% 40% 2. CONSOLIDATION OF PUBLISHER PARTNERS 30% TAIL 20% BODY The emergence of new technologies and consumer channels 10% 0% STRATEGIC continues to provide opportunities for the emergence of new TOTAL NUMBER OF publisher partners. In 2010, we purchased media across 598 SPEND PUBLISHERS sites, down from a high of 1,832 in 2007. While we expect many of those buys to be consolidated through the growth of audience buying across ad exchanges, we still see the need to test new platforms and technologies. OUTLOOK REPORT | VOL 10 9
  • 10. 3. INCREASED INVESTMENT IN PAID SOCIAL MEDIA 4. SHIFT FROM PAID TO EARNED AND OWNED The rapid rise of social media has impacted digital and our The scale of leading social media platforms such as Facebook, clients’ business in many ways. As social media platforms Twitter and YouTube had a strong influence on the overall continued their explosive growth in the last year to reach marketing mix for our clients. However, the overall amount massive scale, leading marketers adjusted their plans of dollars invested against social media still pales in comparison accordingly to begin a two-way dialogue with current and to search and display. The advertising models of these emerging potential customers. media titans are still evolving, but they will undoubtedly garner a growing share of marketing dollars. This has led to the emergence of Facebook as a leading partner in paid media for Razorfish in the last year. Since our In addition, the investment in social media management on early tests and inclusion in Facebook media programs in 2008, third-party and owned platforms is not to be overlooked. The the social network has gone from being in the lower tier of our vast majority of our clients now have earned and owned media top 200 publisher partners to catapulting to one of our top five strategies to complement their paid media strategies. Over the media partners (as measured by total spend). The growth can last year we’ve seen tighter coordination between the paid, mostly be attributed to the fact that Facebook has innovated earned and owned channels. We now manage relationships with in terms of media offerings and that these new opportunities close to 10 million fans and followers on behalf of our clients, not are helping our clients meet their marketing goals. Facebook’s including audiences on Web sites and microsites that we manage. growing audience makes it a platform that our clients need That’s roughly nine times what we managed just a year ago. to include in the development of their marketing plans. Our projections for 2011 point to continued growth and show no Our research into social media analytics has given us great evidence that the rise of paid media on Facebook will slow down. insight into the impact and the amplification effect of earned and owned media. As we continue to refine our practices, we fully expect that investments in content and relationships will continue to grow rapidly. 10 THE YEAR IN MEDIA
  • 11. “Best of the Web” MOST INNOVATION IN MEDIA OPPORTUNITIES BEST COLLABORATION PARTNER WHERE WE MOST WANT TO SPEND MONEY, BUT CAN’T FIGURE OUT HOW PREFERRED MOBILE PARTNER PREFERRED VIDEO PARTNER MOST CONSISTENT PERFORMANCE (ADVERTISING.COM) 5. ACCELERATING GROWTH IN MOBILE touch interactivity together with sound, sight and motion will enable marketers to provide new, rich experiences to their customers. Our mobile media and search business nearly doubled last year and represented close to 10 percent of our total paid media ALWAYS-ON PHONES. Multitasking with mobile while watching business. The major factors that affected this accelerating TV is driving higher consumption of mobile media and providing investment represent trends that will continue to make mobile new opportunities for marketers to engage with their audience. one of the fastest growing categories: Razorfish conducted a study in collaboration with Yahoo! to understand consumer behaviors and marketing opportunities INCREASE IN MOBILE TRANSACTIONS. Our clients are investing across multiple screens. One of the conclusions from our research in fully functional mobile experiences where consumers can start is that mobile is emerging as an indispensable activation vehicle to transact and purchase in the mobile channel. While mobile for the massive investments in TV advertising. The complete commerce is still small and nascent, mobile is becoming an details of the study are covered later in the Outlook Report. important touch point in the consumer experience. As marketers increase the quality and quantity of mobile experiences, the mobile media and search spends will follow. For example, one “Best of the Web” — A planner’s perspective of our clients is seeing pay-per-call increasingly drive significant As we’ve done in the past, we polled the Razorfish media scale and ROI. team to discover the “Best of the Web.” We asked a variety of different questions to get a directional perspective of upcoming GROWTH OF TABLETS. The proliferation of tablets in the marketplace trends. The questions revolved around creativity, performance, is creating an entirely new channel. As consumers increase their quality and overall general satisfaction. consumption of media on tablet devices, it will provide a scaled medium for advertisers to reach their audience. Innovations in Some of the “Best of the Web” results are listed in the tablet computing will lead to advertising opportunities that differ graphic above. significantly from those on PCs or phones. The ability to bring OUTLOOK REPORT | VOL 10 11
  • 12. Razorfish ad spend is projected to grow by more than 25% in 2011, marking the fourth straight year of 20%+ growth in overall ad spend for our agency. Themes that will shape the next year in media is very useful in helping marketers broaden thinking around marketing strategies. But perhaps the real value is in helping There is no doubt that digital media continues to be the most reinforce the notion that content is media. And content can exist dynamic and innovative sector in marketing. One of the byproducts in many forms. The notion that agency planners are responsible of the rapid pace of change in digital media consumption is the for content leads to strategies and plans that can have a much constant struggle for the industry to evolve traditional delivery greater impact. In the next year, progressive marketers will models. Over the next 12 months, agencies must focus on be the ones that begin to integrate all their brand assets into adapting to the proliferation of new consumer behaviors and a single communication platform, creating a unified brand new marketing tactics. In particular, next year will be dominated experience that puts the needs of the consumer at the center. by challenges such as how to manage video across multiple screens, how to rapidly incorporate changes in social media, 2. DATA MANAGEMENT how to plan in a cross-platform landscape and how to scale In the last five years, we’ve increased the amount of data that mobile advertising. we manage in our own servers from 3 terabytes to 90 terabytes. While those trends will certainly dominate the conversation The ability to manage large and complex data sets has shifted around media and marketing, it’s our perspective that there from being a core differentiator to an absolute requirement. are also four major themes that will work to reshape digital Data sources are more vast and complicated than ever. media in the next year. Building a single view of the consumer across all channels is the only way that marketers can truly build effective marketing 1. CONTENT AS MEDIA programs. More than 80 percent of our media clients rely on a data management platform that we have custom built to make Most marketing professionals admit to having been in a vigorous their digital marketing more targeted and more effective. Over debate sometime in the last year about the classification of a the next year, these platforms will continue to become more particular tactic as paid, earned or owned media. The construct 12 THE YEAR IN MEDIA
  • 13. sophisticated, taking into account an increasing number of data in real time. Agencies that are well-versed in bid-management sources. Data management pays off for marketers — we’ve systems, and that invest in the tools and processes to manage been able to improve return on ad spend more than five times those systems, will become industry leaders. The real-time by serving personalized ads to dynamic segments enabled and highly complex nature of digitized media allows marketers by a unified marketing database. to develop a sustainable competitive advantage. 3. REAL-TIME BUYING 4. ATTRIBUTION In the last year, we have more than tripled the number of real- For the last decade, we’ve been building attribution models time impressions we’ve purchased. On average, we’ve seen for our clients to help them invest their marketing spend performance improvements of more than 40 percent for our more effectively. In the pioneering days, this type of analysis clients. The real-time nature of digital data has simply changed was done infrequently and was limited in breadth and scope. the way we buy media. Those who are able to understand data Today, with the data and processing infrastructure we have and act upon it immediately — in real time — have a strategic invested in over the last 10 years, and the growth of the advantage over their competitors. Long gone are the days marketing analytics group to more than 100 professionals, when companies and their agencies could buy media months we are actively building these kinds of models for our clients in advance, then wait several more months to understand on a regular basis. In fact, we’ve seen return on ad spending how those media investments performed. Today, agencies improve by as much as 3.5 times through smarter allocation and brands have seconds in which they must respond, or of media investments. While it’s a discipline that demands potentially leave millions on the table in lost value. Brands need constant iteration and analysis, that type of improvement partners who can collect, translate and take action on that data makes attribution modeling a crucial strategy for marketers. OUTLOOK REPORT | VOL 10 13
  • 15. Forget Mobile — Think Multiscreen As is the case with many new technologies, consumers are moving WRITTEN BY faster than brands. They’re already using smartphones and tablet devices in front of the TV to communicate with friends and family, Jeremy Lockhorn look up information related to the show they are watching, or else VP, Emerging Media surf content that is completely unrelated to what’s on the big @NEWMEDIAGEEK screen. Razorfish partnered with Yahoo! to conduct a study to better understand this rapidly evolving consumer behavior WITH CONTRIBUTOR and to provide guidance for how marketers should approach the corresponding opportunity. Mobile devices are used frequently in conjunction with other screens, including the big TV in your living room. Anyone who has ever tapped out an email on their iPhone, while checking a score on the VAIO balanced on their lap, while keeping an eye on American Idol on their 40-inch BRAVIA knows this. Yet many marketers today are ignoring this ubiquitous consumer behavior as they over-focus on mobile as a stand-alone medium. Media multitasking is not a new thing, of course. People have used laptops in front of the TV since… well, probably since the first laptop entered someone’s home. We’ve seen data on this behavior for years, and yet, beyond putting a URL on READ MORE screen or asking people to “like” a brand on Facebook, most TV spots don’t acknowledge or attempt to capitalize on the fact that the consumer is watching Scan the QR code with a Web-enabled device on their lap or in their pocket. to explore additional content associated At a minimum, multitasking adds another layer of complexity to the evolution of with this article. media measurement. At most, it’s a massive disrupter to television, the medium that receives the most ad spending. DVRs threw the industry for a loop, and OUTLOOK REPORT | VOL 10 15
  • 16. of respondents are mobile multitasking while watching TV. C3 ratings were born to begin to address a world where the partnered with Yahoo! to conduct a survey among Web-enabled consumer is increasingly in control.1 Now, add mobile and tablet phone owners with the goal of better understanding this rapidly multitasking to the mix and marketers everywhere wrestle with evolving consumer behavior and providing some guidance measuring the latest evolution in consumer TV viewing behavior. for how marketers should approach them. On one hand, there is a potential distraction factor with We found that a stunning 80 percent of respondents are mobile connected devices, and on the other, there is a much more multitasking while watching TV. Below are some highlights and engaged viewer who is passionately chasing down more content key implications for marketers. on devices beyond the TV. How do marketers account for that with Gross Rating Points (GRPs) and Target Rating Points (TRPs)? MOBILE MULTITASKING IS ADDICTIVE. 70 percent of respondents We don’t yet have a clear answer — give us six months — who multitask do so at least once a week, with nearly half (49 but most marketers seem to be ignoring the question and percent) reporting everyday multitasking. Furthermore, during failing to capitalize on the corresponding opportunity created the course of a TV program, more than 60 percent check their by mobile multitasking. phones at least “once or twice,” and 15 percent stay on the Which leads us to this: Lots of data has been published about mobile Web for the full duration of the show. the fact that consumers are using mobile and tablet devices MULTITASKING IS BOTH AN ENHANCEMENT AND A DISTRACTION. while watching TV, but little of it has gone deep enough to be An equal percentage of multitasking respondents (38 percent) really useful in planning a multi-screen strategy. So Razorfish agreed or strongly agreed with these statements: 1 “C3” TV Ratings Show Impact of DVR Ad Viewing,” blog.nielsen.com, October 14, 2009, http://blog. nielsen.com/nielsenwire/media_entertainment/c3-tv-ratings-show-impact-of-dvr-ad-viewing/. 16 FORGET MOBILE — THINK MULTISCREEN
  • 17. Using the Internet on my mobile or tablet device while so high and social networking so low; we expected the reverse. watching TV enhances my viewing experience. On the content side of things, 60 percent of multitaskers are accessing additional content of some type. 44 percent I find using mobile devices while watching TV is unrelated to what’s on TV versus only 38 percent related to TV. to be distracting. Clearly there can be a distraction factor here when it comes to This seems to be an opportunity for content producers and TV commercial time, but the good news for marketers is that 36 advertisers alike. Some people find multitasking to be a boon, percent of multitaskers use their connected devices for looking and we have only begun to scratch the surface in terms up information on a commercial they just saw. of providing an engaging dual-screen experience. It’s like the early days of smartphones where it was remarkable that people TV AD TIME = MOBILE PRIME TIME. TV ad breaks are triggers for were making purchases from sites that were not mobile-optimized. multitasking because phones and tablets are, not surprisingly, If folks were willing to go through that much effort, it stands to more likely to get fired up and accessed during regular reason that making the experience easier and more streamlined commercial pods. And, our survey respondents were more likely will lead to even more passionate participants. to state that they frequently engaged in multitasking during ad breaks. What people do during this time doesn’t change all CERTAIN PROGRAMMING GENRES LEND THEMSELVES TO that much. It’s still communication first and content second. MULTITASKING. The top five categories that attract An analysis of mobile Web traffic to the Yahoo! homepage multitaskers are: during this year’s Academy Awards broadcast indicated clear spikes in traffic during TV ad breaks. CONNECTED DEVICES ADD FUEL TO THE FIRE OF SPORTS FANDOM. Almost half of respondents reported multitasking during sporting events, with little difference shown between live or pre-recorded. 1. Reality 2. News 3. Comedy 4. Sports 5. Food In fact, even when attending a live sporting event in person, more than a third can’t stay away from their devices. Another key difference between sports and other genres is that with sports, people are driven more by content than by communication While the top results may not seem surprising, what struck us (recall it was the other way around overall). Texting still rules, but about the results further down the list were that drama edged after that, other communication styles drop off — and various out genres like talk shows, music videos, how-to and others. content rises to the top. Leading behaviors include checking We thought drama and action/adventure shows would be less scores and schedules of other games, and looking up team likely to see multitasking behavior. Perhaps these intense and player information or statistics. Smack talking showed up programs stoke multitasking as viewers get hooked and seek surprisingly low (20 percent) — maybe that’s because it’s not ways to further immerse themselves in the show’s world. Think as rewarding when you can’t see the look on the other guy’s about Breaking Bad, CSI, Dexter or True Blood — those shows face — this feels like an opportunity for an inventive developer are intense but they also beg viewers to dig a few levels deeper (or enterprising marketer). than what happens during those weekly 40-plus minutes. Again, an analysis of Yahoo! mobile traffic confirmed that with COMMUNICATION AND CONTENT ARE THE MAIN DRIVERS FOR sports content (in this case, World Cup 2010 and Super Bowl MULTITASKING. 94 percent of multitaskers engage in some kind 2011), commercial breaks spark mobile usage. Even bigger of mobile communication. In order — text, talking, email, social spikes are seen at halftime and after the games. For example, networking and IM. It’s somewhat surprising to see talking during the Super Bowl halftime show, Yahoo! Sports saw a 305 OUTLOOK REPORT | VOL 10 17
  • 18. Content and experiences that move seamlessly from one screen to another are an absolute must. percent increase in mobile traffic. After the game, even more happening in the TV spots, and perhaps even what’s happening users flooded the sports section, pushing overall increase up in the current program — especially if it’s live. At a bare minimum, 387 percent. And, not surprisingly, Yahoo! saw massive spikes it’s time to consider what kind of mobile call to action may be in mobile search traffic related to TV spots, including several appropriate in the brand’s TV spot. movies and automobile manufacturers. Pepsi, Old Navy and Heineken have begun experimenting here. Pepsi gave away a free bottle of Pepsi Max to users who tagged Implications for marketers the commercial using IntoNow, a Yahoo! social tool that allows YOUR TV CONTENT STRATEGY MUST EVOLVE (AGAIN). It used to you to share what you’re watching with your friends. Old Navy’s be relatively easy. Crank out a few 30-second spots and call “Old Navy Records” campaign encourages users to tag spots it a day. But then came the Web, video on demand, basic with Shazam to unlock related content like the featured looks, interactive TV capabilities and so forth. Most marketers are and even download the music tracks for free. Heineken’s Star still struggling to figure out how to truly capitalize on the Player app gives users the chance to play along with soccer opportunities represented by long-form video and — more matches by attempting to predict which team will score within recently — social content. Now, a new imperative is clear, the next 30 seconds. These efforts begin to show the possibilities, especially for those spending heavily on TV. Content and but are only scratching the surface. experiences that move seamlessly from one screen to another MOBILE SEARCH IS ABOUT MORE THAN LOCAL. There’s no doubt that are an absolute must. This is bigger than simply having local search is very important. After all, mobile users are accessing a mobile- or tablet-optimized Web site. It means a cohesive local search 34 percent more than they were a year ago, according communications strategy where the spots and the experience to research from comScore and the Local Search Association. on mobile devices work together and build toward a greater But, with the massive amount of multitasking behavior highlighted whole. It means a mobile-optimized site that knows what’s here combined with the various studies suggesting that anywhere from 30-40 percent of mobile data usage happens at home, mobile 18 FORGET MOBILE — THINK MULTISCREEN
  • 19. search isn’t exclusively about finding the closest taco joint. to action could be something along the lines of “See your favorite Marketers must reconsider their search strategies. At a minimum, celebs arriving in the new XYZ car,” linking through to a series they need to ensure that their mobile properties are properly of videos and also featuring the red carpet reporter’s overview. positioned in organic results. It may also be worth re-evaluating CONNECTED DEVICES ARE THE NEW WATER COOLER. People aren’t the keywords they’re bidding on, perhaps to include terms that link the brand to shows and events they’re sponsoring. waiting until the next day to discuss what happened on their favorite program anymore — it’s happening in real time now, Let’s take an automotive company launching a new luxury sports via text, email and social networking sites/services. Brands can sedan, for example. Part of the launch is sponsorship of a live ride along here as well, but it requires a smart social strategy awards show — several spots appear throughout the show and that syncs the brand with the programs they’re sponsoring. the celebs hitting the red carpet arrive in the new vehicle. It’s not easy, but with more than half of multitaskers getting Bumpers include “sponsored by” mentions and on-screen active on social networks during TV viewing, there is a massive logos. The spot closes with a URL. Some viewers might jump opportunity to engage the audience on a new platform. to their phones, fire up the browser and enter the URL. But a good portion of them will also take what they perceive In the automotive example above, there are several ways to be a shortcut: typing the brand’s name into a search box. the brand might get involved in the real-time discussion. Organic and paid results should appear and direct a relevant Aggregating Twitter feeds on their homepage, for example, allows experience — perhaps the site’s homepage temporarily features users to explore the new sedan while staying connected. Perhaps the new model as well as content related to the awards sponsored tweets could go out from a few celebs talking about program. Perhaps the red carpet reporter films a walk-through how much they liked the ride in the car. The brand’s social network of the vehicle, and that video is made available. To drive even presences could all be talking about the show, perhaps launching more traffic and engagement, the brand could bid on search terms real-time polls asking users to predict who will win the next relevant to the awards show (and popular gossip sites). The call category. And so on. OUTLOOK REPORT | VOL 10 19
  • 20. Connected devices are the new water cooler. MULTITASKING MIGHT FINALLY KILL (OR AT LEAST REINVENT) large groups of people are tuning into. And, with so much THE GRP. The GRP debate rages on. The metric that has been brand engagement happening on these connected devices, the currency of the offline world for decades has tried time effectiveness of spots may also be more accurately measured. and time again to enter the digital world, only to be beaten back Lastly — and this is the silver bullet — with massive growth by legitimate arguments that it doesn’t accurately account for expected in mobile payments and mobile wallets, the same different levels of engagement, among other weaknesses. device that knows what people are watching and what people But here’s the remarkable thing about multitasking — are surfing will soon know what they’re buying, creating increasingly, the devices are going to know what people are the ideal closed loop for ROI-driven marketers. And who watching, providing a potentially more accurate view into what isn’t ROI-driven these days? 20 FORGET MOBILE — THINK MULTISCREEN
  • 21. By Frederic Bonn Do you rely on more than one agency Do you know how most to handle your communications and agencies operate? marketing? Do you want your agencies to successfully collaborate? Is that single agency capable of mastering Do you have one lead agency creating Here's a little more about how integrated communications from social ideas while the others simply follow? agencies think. media to mobile, event planning to media buying, TV to digital? They all love what they do, but their love is blind. Do you want a consistent Agency A thinks that Agency B is communication clueless about digital, even though platform that Agency B said they had videos on And you have operational works across all flexibility and scale? channels and is YouTube — “That’s digital, right?” relevant to the consumer Your lead agency is probably the “traditional” B dismisses A’s ideas because A behavior in agency, right? Great, you now have a 30 doesn’t know anything about the each? second spot (or 60) and some print ads. brand, but come on, A had a video on YouTube, too! — “That’s brand And you re building, right?!” satisfied Did you develop an integrated brief that with that? And they provide A and B think C should just follow incorporates all agencies, teams and ground-breaking what they say — “Wait, you didn’t disciplines involved in your business? creative ideas get our memo?” that deliver great And D should just buy what they results? Do you believe consumers only all need — “Because we’ve experience your already figured it out.” brand via one media channel? Are Do your teams meet regularly you in to develop an integrated brand denial ? strategy and campaigns? So you’d actually rather work with multiple agencies? Have you defined your individual agencies’ roles and responsibilities? And they never try to compete anyway? OUTLOOK REPORT | VOL 10 21
  • 23. A Wake-­Up Call for Collaboration The ability to integrate creative, media and technology to meet WRITTEN BY the demands of your always-­on consumer is ideal. However, most traditional lead agencies don’t have those capabilities just yet, nor Pete Stein are most digital agencies prepared to handle lead agency duties. President, East Coordination of your agencies is not enough — you need to move @PSTEIN211 more aggressively toward true collaboration. We’ve identified five big barriers to essential agency collaboration. WITH CONTRIBUTOR People now consume 12 hours of media in just 9 hours of elapsed time, according Frederic Bonn to a recent Harvard Business Review study.1 Consumers use a lot of media types Executive Creative Director all at once and now brands need to catch up. To do so, marketers must change @FREDERICBONN how they work with their agencies. If you are a CMO or a brand leader, you are probably using multiple agencies to meet the demands of your always-on consumer. A lead agency that can integrate READ MORE creativity, media and technology would be a great solution, but traditional lead agencies aren’t yet capable. In 2009, Forrester Research set off a mini industry tempest when it reported that only 23 percent of interactive marketers felt Scan the QR code traditional agencies were equipped to handle interactive marketing work.2 Fast to explore additional content associated forward two years and Forrester still reports that only 30 percent of those surveyed with this article. use their traditional agencies for digital marketing, and in fact 68 percent of those marketers work with two or more agencies. Some reportedly have more than 15 1 “How Internet Junkies will Save Television,” Harvard Business Review, http://hbr.org/web/extras/ how-internet-junkies-will-save-television/4-slide. 2 Sean Corocan, “The State of Interactive Agencies,” Forrester, December 7, 2009. OUTLOOK REPORT | VOL 10 23
  • 24. Coordination of agencies is not enough — you need to move more aggressively toward collaboration. agencies on their interactive rosters.3 By the same token, most We have seen five big barriers to collaboration: digital agencies aren’t yet ready to handle lead agency duties. In 1. CLIENT EXPERIENCE/CONFIDENCE three to five years, the landscape will look different, but for now marketers have to deal with a patchwork of agencies that are As a brand marketer, you probably have more confidence channel specialists and all the complexity that comes from that. in one area of the marketing mix or the other. Perhaps you are What can you do now to drive the integration of creativity, a digital native who lives and breathes ones and zeroes, and now media and technology that you need to truly engage consumers? you’ve been promoted to look after the whole mix. Or maybe Coordination of agencies is not enough — you need to move you’re a “traditional” marketer with a strong legacy of brand more aggressively toward collaboration. And guess what? building, but you’ve had your run with TV commercials. Agency folk want more collaboration — or at least they claim You find digital exciting, but daunting and maybe even a bit they do. over-hyped. Wouldn’t life be better if your agencies were bringing truly integrated ideas to you? So, what are you waiting for? If you are a CMO or brand leader 2. CULTURAL INERTIA and you’re not pushing your agencies for deep collaboration, you’re missing out on a big opportunity. Success can dull the competitive edge. We have seen many marketers and their agency teams not adapt fast enough because they haven’t had to. Sometimes a great track record can put you 3 Sean Corocan, “How to Optimize your Interactive Agency Roster,” Forrester, May 27, 2011. 24 A WAKE-UP CALL FOR COLLABORATION
  • 25. in a position for future failure. Similarly, agencies, particularly you’re at it, examine your own organization. Agencies tend account people, are protective of their turf. Unless they feel to organize around their clients, so if your organization is siloed, their piece of the pie is protected, change will be difficult. it’s likely that your agencies will be, too. Even if you don’t change your structure, make sure your organization is aligned 3. ABOVE-THE-LINE AGENCY SNOBBERY and not operating in silos defined by channel. Some above-the-line agency teams believe that: 1) digital agencies DEMAND CREATIVE AND MEDIA COLLABORATION. Creative don’t have anything of value to contribute to the conversation, collaboration starts with a solid brief delivered to all agencies or that 2) their team is already leading the way in digital. simultaneously. Unearthing an insight that reflects true audience behaviors is critical to crafting a relevant message, no matter 4. DIGITAL AGENCY LIVES IN A DIGITAL BUBBLE who makes it or when it’s launched. The brief needs to nail the Digital agency teams tend to fall down in two places: 1) they business objectives, brand DNA and the digital behaviors — don’t fully respect the power of offline communications, or with the goal of tapping into the rituals that are ripe territory for 2) they aren’t able to lift out of the tactical and into the strategic, the brand. We recently found that if we allow the above-the-line and they fail to put their work in this broader strategic context. agency to own the brand DNA, we can own the digital behaviors, This leads clients and above-the-line agencies to keep them thereby making sure they are embedded into the ideas. This will in their digital silo. enable your creative teams to come back with a true creative platform — not just a single execution that’s stretched across 5. CLIENT SILOS channels. One-hit television campaigns or social campaigns do not a platform make. Don’t settle for anything less than a robust Clients are often organized into silos that make it very difficult creative platform. Huge bonus points if your media agency is to plan with a focus on how the consumer and the brand should part of the team. A successful channel plan is one that considers engage. There are different client owners for traditional creative, how to leverage each channel in a way that makes the whole digital creative, media, PR and other elements of the mix, too. greater than the parts. You’ll find that when media and creative When agencies report into different silos, true collaboration will teams work together, you’ll get deeper consumer engagement. not occur. And just to be certain that the ideas are inherently social and Despite these barriers, we have had success with our clients engaging, we have found it beneficial to include explanations and our agency partners. We recently formalized our partnership in the brief. Use the brief to articulate why the insights point with BBH at Unilever, a client with whom we’ve had a lot toward engagement. of success rethinking the model. Here are some lessons we’ve PROTECT COMPENSATION AND PROVIDE INCENTIVES THAT DRIVE learned on getting the best work out of the right people: ALIGNMENT. Incentives are a powerful lever that should be pushed ESTABLISH THE PROCESS. In order to get the most out of each to drive behavior. Agencies should be rewarded for collaboration. agency, make sure you define a clear process for them to work Ultimately they need to be rewarded for great work and business together. You need to clarify the boundaries of their engagement, impact, but consider this to be part of a journey. They need to know expectations and ownership. One exercise we went through that their piece of the business is protected. While strategy with a partner agency was to play the “what if” game. We talked is shared, execution should be handled by channel experts so through all of the worst-case scenarios we could imagine that change is managed gradually. In addition to giving agencies and how we would handle them when things went wrong. a safety net, give them a reason to jump higher. For one client It was a fun game and a great way to talk through problems we (us and the ATL agency both) receive a bonus if we help in an environment where emotions weren’t running high. While the client exceed key business targets. OUTLOOK REPORT | VOL 10 25
  • 26. To get the most out of each agency, make sure you define a clear process for them to work together. KEEP A SLUSH FUND. A key to successful marketing is figuring ability to create urgency. You need to set a high bar. For instance, out how to integrate always-on and episodic (campaign-based) point to competitors or other brands that are doing it well. communications. Great creative platforms should have plenty And you need to shift the risk. Tell your agencies that if they fail of legs and should be responsive to consumer engagement. by trying something new and different, you will embrace it, but This creates a great opportunity for agency collaboration, if they fail by not collaborating, it will be a strike against them. but as the client you need to set aside some money in order to create relevant content or utilities that can stoke a fire that In the end, agency collaboration is rooted in something very you may have created. When we created the Mercedes-Benz fundamental — trust. Your agencies need to trust each other Tweet Race last year, we saw that there was a lot of curiosity to produce great work. By setting up a clear process, demanding about the tweet-powered vehicles. We jumped on the buzz creative collaboration, and planning for the unplanned, you can and created a spoof video of German engineers driving cars go a long way toward setting up the structure and incentives with their mobile devices. It helped ignite a lot of interest. that your agencies need to build trust amongst each other. You need to start planning for what you can’t plan. With a solid foundation in place you can count on your agencies to do their job exceptionally well. CREATE URGENCY. Without a substantial reason to change behavior, it will not change. You, the client, have the greatest 26 A WAKE-UP CALL FOR COLLABORATION
  • 29. It’s Time for Big Data to Improve Customer Experience Channel-­based marketing is dead. The increased amount of data WRITTEN BY available at the individual consumer level, combined with the proliferation of cloud computing, have allowed savvy analysts Mark Taylor and marketers to create a truly singular view of the consumer, VP, Customer Insight Group regardless of touch point. This single view enables a truly LINKEDIN.COM/IN/MARKCHRISTOPHERTAYLOR enhanced consumer experience and more efficient use of client and agency resources for decision making. All the customer WITH CONTRIBUTORS data out there is worthless if you can’t process it and turn it into Marc Sanford, PhD actionable intelligence. Director, Customer Insight Group Unfortunately, older data processing technologies (such as Relational Database @MMSANFORD Management Systems, or RDBMS) are simply not capable of processing data in volumes that the industry has collectively coined “Big Data” — volumes that Pradeep are in terabytes/petabytes. As such, we position the consumer as the only real Ananthapadmanabhan appreciating asset and we tie everything together through the use of Big Data. Chief Technology Officer, VivaKi LINKEDIN.COM/IN/PRADEEPANANTH Awareness of the challenges of a multi-channel world is nothing new, but each channel touch point represents an immense opportunity for insight. An average Razorfish client has billions of customer interactions a year across paid, earned and owned channels. With so many opportunities for insight and learning, we READ MORE create a 360-degree view of each individual in the database. Using integrated Big Data approaches, we are now informing the holistic data Scan the QR code view to gain the fullest understanding of consumer interactions, intent and value to explore additional content associated possible. This current shift centers on how customer intelligence across channels with this article. is not just used for insights, but actioned at great velocity to power multi-channel targeting and personalization, made real through dynamic digital messaging. OUTLOOK REPORT | VOL 10 29
  • 30. Paid Email Search Mobile .com 3rd Party Data Web Analytics razorfish-­ Analytics OPEN TM Platform Display Reporting Earned Owned Social AOD Media Targeting OWNED Each touch point is an identifiable interaction PAID and an opportunity to build value. EARNED razorfishOPENTM 3RD PARTY (AOR/Client/3rd Party) From insight to action, we’re now finally implementing consistent and relevant messaging approaches that provide cohesive consumer experiences. Modular approach to platform and services, by fully integrating an organization’s owned, paid and earned In our experience, each client using Razorfish’s Big Data-led channels for insights and targeting. performance marketing approach takes a different path. Ultimately, a client’s path is based on business priorities and what information can be leveraged from the available tagging and data strategy. Better use of the team’s time to focus on what matters Working with different clients has enabled us to determine most to their business. realistic roadmaps. Data enables us to understand customers and to manage Holistic integration benefits: contact and content strategy. Data is a core component of integrated marketing and, via an integrated approach, we can Common Data Marketing Platform (DMP) for reporting, speak with a single voice across channels and lines of business. analytics, targeting and media integration. However, to succeed in a meaningful way at that level of A channel and customer view of success. customer centricity, we have to manage all that data in a way that holistically fuels customer engagement and experiences. Metrics that measure end to end, not just in parts. That effort requires a whole ecosystem of people, processes Decision-making through actionable insights. and technology. A common language for performance across different Even the most sophisticated and modern businesses today are teams, brands and markets. surprisingly ill equipped to manage even the most basic digital 30 IT’S TIME FOR BIG DATA TO IMPROVE CUSTOMER EXPERIENCE
  • 31. There’s a new game in town — it’s cross-­channel data management and marketing. marketing standards and activities, let alone jettison forward you might think. Much of the technical and analytical challenges into the new world of Big Data techniques. for tapping Big Data have been solved — but failures today often stem from attempting to use legacy small data solutions, Through a series of in-depth interviews and client experiences, internal politics, effort fragmentation and failure to manage the Razorfish found a common set of fundamental challenges true value of Big Data-based solutions. While a lot of niche holding back meaningful data integration: players using Big Data approaches have stepped up to solve parts of this challenge, building incremental capabilities in a silo Fragmentation of efforts between different teams, tools and can by default push you further into a silo-based culture and data sources across multiple channels, brands and regions. limit your understanding of the customer. Political and fiscal turf protection. Any holistic Big Data solution requires a scalable measurement Multiple sales funnel constructs. plan and tagging strategy at its foundation so you can take into Inability to identify the customer. account performance marketing efforts across channels, tactics and disciplines, with a shared strategy of measurement and Inability to quantify the value of customer experiences. tracking that is scalable across international regions and markets. Let’s take a closer look at how our approach to Big Data, using the razorfishOPENTM framework, can remedy these issues. The end solution provides a subtle and intelligent approach that can evolve by integrating and building upon other assets, Fragmentation data sources and capabilities already in place. This approach enables a modular and organic ability to evolve and grow, but We’re in an era where intelligent use of Big Data pays huge with a standardized core. These qualities are not always the dividends. Implementing solutions that improve integration of prerequisite in Big Data techniques, but without this there is data is very challenging and complex but not for the reasons no foundation for growth. OUTLOOK REPORT | VOL 10 31
  • 32. Online Transaction Profiles & Display Social Search .com Mobile Email Retail/ Data Segments Store MEDIA SOCIAL MEDIA SITE MOBILE EMAIL MERCHANDISING TENURE AND ATTITUDINAL METRICS METRICS METRICS METRICS METRICS METRICS METRICS PRODUCT VALUE Report Report Report Report Report Report Report Report Report MEDIA AGENCY MULTIPLE IN-HOUSE IN-HOUSE RESEARCH SEARCH AOR DIGITAL AOR DIGITAL AOR IN-HOUSE OF RECORD (AOR) AGENCIES TEAM 1 TEAM 2 AGENCY DFA Buddy Media Marin Omniture Flurry ExactTarget ATG Custom Custom OWNED Example of a siloed view of data management and reporting. PAID EARNED 3RD PARTY (Client and 3rd Party Data) Turf wars and deep analytics. This was the foundation starting point for their organization and it ensured they gained political capital across Crossing organizational units can be tricky. Often clients are their business model through an evidence-driven, customer- not set up internally for a path to success based on complete centric approach that enabled financial modeling of return on integration and use of available data. Organizations are formed investment. Their next phase focus is on actioning that data for around channels — one unit owns the Web site and its data, targeting across display advertising and the Web site. another owns CRM and email, another may own Web media and yet another may be in charge of social media. Worse yet, Another Razorfish client, a major global retailer, recognized each silo may have its own analytics arm. The only way to be that they had a wealth of underutilized offline and digital data. part of this organizational conversation is to think big. We have They decided to leverage Big Data approaches to integrate gained phenomenal success by leveraging Big Data-based multiple channels and power media, dynamic re-messaging, techniques as part of a modular, digital roadmap that directs analytics and more. The ultimate purpose is to enhance the current and future business investment in the next 100 days/12 value of those relationships by aggregating information about months/3 years. Be prepared to think big even while starting the customer and communicating with them in the most relevant small, and determine your starting point and roadmap — no and engaging way. Previous iterations of this approach resulted matter how audacious your goals. in a three- to five-time increase in return on ad spend, and a significant decrease (about 65-70 percent) in cost per acquisition. A Razorfish global technology client decided their initial priority Each phase typically pays for itself in weeks, while providing the was to gain cross-channel insights before embarking on targeting funding for the next incremental phase. This becomes a sound 32 IT’S TIME FOR BIG DATA TO IMPROVE CUSTOMER EXPERIENCE
  • 33. position to be in when convincing your peers of the rationale Multiple sales funnel constructs and business case to fund such solutions. Funnel management is where people are getting clever with Big Big Data can be organized without a major disruption or re- Data, however it runs the risk of solving only one part, rather than architecture of existing structures, internal teams, vendors, the whole. We know that leveraging a single view of the consumer agencies, platforms or focus. Instead, our approach to Big Data drives value at all levels of the funnel. So why do many continue utilizes an open standard designed to exploit existing assets to approach client problems and challenges as one-offs or focus and fit the best custom solution for business environments. on just one area of the funnel? This approach has an evolving set of modular relationships managed as a single solution, resulting in a single and holistic Too many distributed engagements will lead to: view of the customer based on all available data. Our clients 1. Single point-in-time solutions that require rebuild with are using this common view to engage and encourage their every new engagement. different teams to speak in the same language. 2. An additional data silo that requires more time and effort to manage and process. Target 1.0 Target 1.1 Target 1.2 Target 1.3 Target 2.0 Heavy use of Dynamic ad, last multiple data sources Description CT with no multiple data sources action only dynamic ads delivery Delivery Display, site, email, Option/ Display or site Display Display Display mobile, call center Channel Increased relevance Higher relevance and huge long-­term Benefits Low complexity Fast to market Channel agnostic and full data access incremental data benefits Some time to set up Greater set-­up Access to data Time to market Greater cross-­channel Considerations the offer, strategy investment to ensure is limited is longer business coordination and creative platform is in place Typical ROI 1.5 X ROAS 3.5 X ROAS 5 X ROAS ~6.5 X ROAS ~8 X ROAS razorfishOPENTM targeting roadmap. OUTLOOK REPORT | VOL 10 33
  • 34. Funnel management is where people are getting clever with Big Data. For example, the illustration on the right shows how an effective DIGITAL OFFLINE re-messaging program will grow the bottom of the funnel. However, if this becomes a one-off without integrated implementation and access to the data, the solution becomes a very clever silo at the Awareness expense of the broader opportunity. Consideration The reality is that the rules and the data to enable an integrated view and management of the funnel would need to come from Retargeting first-party data via a DMP solution and the organization’s data assets, rather than a third-party data provider. Third-party data intelligence can provide these larger insights into what’s working and where there’s opportunity for more scale. Data providers Conversion and remarketing is only can be joined to first-party data, not the other way around. part of the answer. Within Razorfish’s framework for integrating data and services (described below as razorfishOPENTM), targeted, dynamic ads are combined with a Demand Side Platform (DSP), such as and relevance. This integration also enables the ability to bring Audience on Demand (AOD), to match impressions to users a wide array of data at the bottom of the funnel to the audience identified in real time. This allows you to only reach users that at the top of the funnel. have been already “qualified,” and avoid upfront agreements and negotiation by paying the market price for users meeting Inability to identify the customer criteria defined in the audience segmentation. By reaching the right audience at the right price and allowing the ability to Razorfish implements a customer-centric approach through an control bids at a cookie level provides a great deal of efficiency organized framework of measurement and tagging that tracks 34 IT’S TIME FOR BIG DATA TO IMPROVE CUSTOMER EXPERIENCE
  • 35. all digital business activity and harnesses the full stream of toward meaningful interactions at a customer level and progress data as the core basis of the single view of the customer. From the value of their brand relationships over time. day one we leverage all existing assets, people, agencies and We have seen our clients quickly moving toward a culture that platforms, without a big, disruptive overhaul. Chances are these understands customer data as one of its most valued assets. existing components are there for a reason and are providing value, but getting that cross-functional view and line of sight is Focusing on customer value helps companies move away from the first objective. channel performance and toward greater customer-centricity. But to calculate customer value, companies must fully utilize the Inability to quantify the value of customer experiences recency of interactions, along with the required behavior, revenue and relationship metrics. A key challenge businesses struggle Organizations are increasingly demanding faster value return on with is finding advanced analytical skill sets and analytics-based their marketing investments. Razorfish has found that businesses approaches that can leverage and interpret that data to determine now more than ever need a true, meaningful understanding the key levers that drive value within their organization, or at of what drives customer value. Rather than using Big Data to least within a specific team’s control. improve one area of the customer experience, we need to build AUDIENCE/ PROSPECT/ CUSTOMER CUSTOMER PROSPECT/ CUSTOMER MANAGEMENT MANAGEMENT CUSTOMER Using an integrated DSP allows you to only reach customers and prospects that have been "qualified" by razorfishOPEN TM. Paid Call Center Consistent data collection across touch DM points enables analytics, segmentation, .com Publishers targeting and reporting. For example, a customer falls into segment 8, based upon razorfishOPEN TM rules. Razorfish Owned Mobile then targets customer experience, agnostic of channel (represented by orange dots). Email Earned Retail Open & DSP Audience Enhanced Segmentation Targeting Integration & Data Provision 3rd Party DSP and razorfishOPEN TM Client Data Providers 1st Party DMP Proprietary Data Behavioral data captured by the razorfishOPENTM first-party DMP on client-owned assets integrates with Media DSPs third-party data to help build more precise audience segments and add to our clients’ audience buying capabilities. OUTLOOK REPORT | VOL 10 35