People live first and foremost in the digital world, and the battle for their attention and loyalty exists there. The digital world, aka social web, is powered by human media. To realize the promise of what all digital can do, brands need to understand that digital is not a “thing”.
Numbers matter, but different numbers matter differently. To me, one of the great confusions in marketing is extent and value:
About a month ago, I wrote an article on “The Thin Brand Line.” Truth be told, lines everywhere are thinning. Even at SXSW, perhaps a glimpse into the future is inferred by this quote from Elizabeth Dole, Entrepreneur in Residence at Dell, “There was a whole convergence between [the Film, Music, and Interactive parts of the conference], reflecting that to consumers, it’s really the same thing now.”
In 2015 Uber, the world’s largest taxi company owns no vehicles, Facebook the world’s most popular media owner creates no content, Alibaba, the most valuable retailer has no inventory and AirBnB the world’s largest accommodation provider owns no real estate.
Avenue A Razorfish recently published the 2007 Digital Outlook Report (6230.6K). This report examines trends in the way consumers, publishers, and advertisers employ digital media to have a conversation with each other.
