Global Perspectives on the Digital Revolution
Well, it’s my first session at Ad:Tech NY 2007. Let’s see what’s cooking.
This panel was about “What’s new? What’s coming?”—supposedly an overview of “the future.” The four panelists talked about Asia a lot, some about Europe, Latin America and the Hispanic market. There’s been a dramatic uptake in Asia, 30% of the spend is in digital. Asia is not homogenous. Korea is the hottest country with the government heavily supporting broadband. Most of digital in Asia is focused on mobile, not PCs. Surprisingly, China is missing out on 3G penetration. In the Philippines, there’s a low internet adoption in PCs but mobile is extremely advanced—including the fact that they can do micropayments through SMS.
Panelists:
Peter Blacker, SVP Digital Media, NBC Universal/Telemnundo
Adam Good, Exec Dir Digital Innovation, Clemenger Communication Ltd.
Ole Obermann, VP international Business Development, Sony BMG
Marc Landsberg, President, Arc Worldwide
The focus is on two things: mobile and local, lots of social networking and music. Apply them in very idiosyncratic ways in the local community, in church, etc. It’s not that sexy but you can’t do that well right now. They talked about the importance of quality content. It will be less about the devices but more about access. Ask clients to participate in modern technologies. To learn more, jump in yourself: join a few networks, be experimenting. Forget about the devices, focus on the marketing objective (WISE ADVICE), and you need an accountabilty framework for the role that those activities play in the marketing mix.
I’m not sure we learned much about what will happen in five years since nobody has a crystal ball (and the panelists admitted it). The bottom line? Here are three strategic takeaways:
1. It’s about global marketing, local execution (sounds like 1986 all over again, remember?)
2. Focus on the marketing objective, the technology is secondary (how come everybody forgets this?)
3. You need good content (content is King)
I guess the basics keep coming back. Not a bad thing, but no great revelations here…
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