digital

Distributed And Destination Thinking

When I talk to clients about getting into a 'digital mindset' I often end up talking about the differences between distributed and destination thinking. Destination thinking is the kind of media approaches that have been with us for many years. We create content, attract (or 'drive') users to that content in order to keep them there for as long as possible, serve advertising at them, or make money from them in some other way.

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Tell Me Something That Matters To Me

The future of social communication is mobile, at least if you believe the latest round of evangelism coming from the technopunditry. I actually buy it, mostly, and I think the idea of being immersed in a web of background, insight and opinion at any given moment is kinda cool in a cyberpunk consensual hallucination sort of way.

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The Cleanweb: Green Energy Meets Moore's Law

By embracing new Web and mobile technologies, green energy companies are creating a new Cleanweb movement in which formerly expensive alternative energy sources - such as solar power - are suddenly accessible to the masses at a significantly lower price point. Think of the Cleanweb as what happens when green energy meets Moore's Law.

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Is the 1,9,90 Rule Outdated?

The BBC have just released some interesting research around participation online. The findings (the result of a "large-scale, long-term investigation into how the UK online population participates using digital media today") have raised a little controversy since they seem to indicate that the long-term model or view of participation online, the 1,9,90 rule, is outmoded.

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Mobile Is So Money: The Future of the Internet

Across Silicon Valley, companies like Google and Facebook are waking up and realizing that the future of the Internet is no longer taking place on the desktop or laptop - it is taking place on the tablet and smartphone. As a result, there has been a huge land grab in 2012 to control the future evolution of the mobile Internet.

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The Progression of Agency Value

Over the past few months I've been working with the smart folk at Econsultancy on a project (in partnership with Adobe) to better understand the impact of digital technologies on agencies. A big reason for doing this is that, inspite of there being much chatter in the blogosphere on the future of agencies and the agency model, there seems to be a paucity of good research on how agencies are adapting to the many challenges brought by the rapidly changing communications environment.

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Drama Is Anticipation Mingled with Uncertainty

There's a lot to take from this wonderful TED talk by the multi-oscar winning writer and director Andrew Stanton, who was Pixar's ninth employee and whose credits include Toy Story, A Bug's Life, Finding Nemo and WALL-E.

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Thoughts on the Future of Social-Digital Agency Services

Now is as good a time as any to be thinking about the future of digital (and social) as defined by those of us who provide services or even products around these. If you work for any agency or consultancy—this article is relevant for you. If you're on the "client side" consider it relevant as well as ultimately it is your business model and needs which dictate the market conditions that affect your partners, vendors and professional service providers.

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When the Marketing Becomes the Product

What happens when marketing becomes a part of, or eclipses, the product? In a world were products and brands become more and more similar, will products end up as commodities, as invitations in to differentiating services and added value offered through the marketing relationship? And how will this affect marketing?

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Is the Internet Becoming the Bot Net?

On the Internet, we’ve reached a tipping point where more than 50% of all Internet traffic is no longer generated by humans – instead, it's generated by a motley mix of search engine spiders, bots, scrapers, scammers, hackers and, yes, spies. We are no longer talking about the Internet, we are talking about the Bot Net – a “bot-mediated reality” where algorithms and bots influence where we go, how long we spend there and with whom we communicate. 

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