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"Code get fish."

Sapient, an IT company, wants to move into marketing? They would sell sushi with "Code get fish."

1. An overview of the challenge

Advertisers have no accountability for what they create.
BMW Films were great and got a lot of attention, but there was no significant return on that investment.
GM paid big dollars to Comcast the finale of 'Survivor'. But again, there was very little return.
AT&T did a huge campaign about blogging, yet you could not search for 'blog' on their website.

Current trends show that celebrities want to be designers, b-schools want to teach art, large corporations focusing on results-based compensation to prove the value of marketing.

95% of marketers agree that technology is vital to the success of marketing. 63% of marketing technology decisions are made by marketers, people who don't necessarily know or care about the technology itself. Technology themes for marketing departments include customer info systems, better online experiences, and better multichannel experiences.

With the number of choices available, it's becoming more difficult to reach our increasingly ADD society. Traditional advertising isn't getting through. Too many channels to try and reach customers.

2. A way to think about the problem

What are new ways to connect with and maintain customers? Over the years, consumer habits have changed, but some marketers, ad agencies, designers are not paying to the evolution. Many of these groups are not changing their methods. Advertising is becoming media-agnostic. But is delivering through multiple modes enough? Companies need to focus on trusting users as co-developers and harnessing collective intelligence while maintaining control over unique, hard-to-recreate data sources that will get richer as more people use them.

Currently, firms (digital media, internet, IT) focus on developing best practices within their own domains. But in 2000, IBM announced that they would focus on the total customer experience, bringing technology and marketing together. Instead of thinking of technology as antithetical to marketing, how can it be used to expand their influence?

The power is now with the consumer; the buzzword: 'experience'

3. Agency 2.0

Traditional ad agencies are looking for new methods and best practices, viral marketers are in the execution space with hard results. 'Agency 2.0' firms will be focus on the business and the industry. They can react in real time, they're organized in teams, they can play on any platform, and the media is a clearly integrated part of the solution. Technology is not just a channel of delivery, but a critical tool. It's really the customers who build the brand.

Now understanding 'Agency 2.0', and with technology as their core competency, Sapient was missing the marketing piece. Looking for acquisitions, they found PGI, the 12th ranked Internet Advertising Agency. Now, they are the No. 2 ranked agency. One of their key clients is Citicorp. By focusing on the client and touchpoints, They were able to fabricate just-in-time delivery of user experiences. For example, if a customer does not respond to emails, they will explore other mediums of communication like traditional print.

Moving into a world where advertising is beginning to resemble software development cycles. Quick deployability within hours. Rapid cycle testing of effectiveness. It's no longer just advertising, but a design problem now too.

The clear thing here is that companies (and ad agencies) need to better understand users in order to reach them. The explosion in communication and the freedom of information facilitated by the Internet has empowered the customer, and marketing is no longer just a message sent from a corporation to the individual, but a conversation between the two in real time. Companies need to understand the potential behind this type of interaction in order to succeed.


I thought it was "cold dead fish"....

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