The Society of Digital Agencies (SoDA), for which I have the pleasure of being chairman of the board, just released the second edition of its biannual trend publication, The SoDA Report, featuring content from some of the most influential thinkers in the digital marketing world. Through a unique mix of insider industry intelligence and rigorous content creation, this new edition is filled with forward-looking, thought-provoking content on the issues, challenges and opportunities shaping the future of digital marketing.
The SoDA Report features research, articles, infographics and case studies from top digital agencies, elite production companies and client-side digital marketing executives worldwide. Industry leaders from North America, Europe, Latin America and Asia have contributed to this edition which is now available for iPad.
SoDA represents the cream of the digital marketing industry in the U.S. and abroad, and that intelligence is on full display in this, the latest edition of The SoDA Report.
The Society of Digital Agencies (SODA) put out a 2010 "Digital Marketing Outlook" report that is full of stimulating and provocative ideas from practical people working in the advertising and marketing business who are not self-proclaimed gurus or habitual self-promoters
Here's a sampler with my interpretive riffs:
Digital messaging should provide a service or a utility rather than simply interrupt. The notion that branded content and branded utilities, especially as web surfing goes increasing mobile, can be much more effective, than a disruptive interaction, for building brand awareness, loyalty and preference comes from Ken Martin and Ivan Todorov of Blitz in LA.
These guys argue that if you can integrate a useful tool into people's lives and into consumers' web interaction patterns, something that turns habitual quickly, you have a much better shot of selling things and building brand loyalty. It's a dramatically different approach but it feels right, given what we are learning about usage habits and consumer sensibilities.
But these utilities have to be simple and intuitive to understand, easy to use and provide immediate value. Forrester reports that 2/3rd of online consumers say their opinion of a brand is directly related to their ability to accomplish tasks on their website.... Read more