© copyright 2006 clement mok web 2.0 > agency 2.0 > design 2.0 clement mok free-agent sapient...

© Copyright 2006 Clement Mok

Web 2.0 > Agency 2.0 > Design 2.0

Clement Mok

Free-agentSapient Global Director of Design Planning

May 16, 2006


I. An overview of the challengeII. A way to think about the problemIII. Agency 2.0

Web 2.0 > Agency 2.0 > Design 2.0


“

“ FUNNY SHIT


Top-Line Market Summary

Growth» Projected $22B market by 2008 with a 14%

CAGR

» $450M analytics market posting 50% CAGR with very few non-vendor participants

$250B


Top-Line Market Summary

Focus of Growth» Interactive agency acquisitions by traditional ad agency holding

companies continue – 45% of AdWeek’s Top 50 Interactive agencies are owned by holding companies

» 96% of marketers agree that technology is vital to the success of marketing

» 63% of marketing technology decisions are made by marketers

» Top three technology themes for marketing departments • 1) customer info systems• 2) better online experience• 3) better multichannel experience


Impacts of Changing Market

» Business leaders are:

1. Unsure what dials to turn to drive desired impact and insights

2. Forced to justify all expenditures and drive efficiencies

3. Clambering to find news ways to connect with and maintain consumers


Impacts of Changing Market

» Consumers are:

1. Shopping and engaging companies via multiple channels

2. Developing ADD and more control over receiving of messages

3. Not motivated by any single touch-point


““SHIFT IS HAPPENING WITHOUT THE HYPE


CONSUMERS HAVE CHANGED OVER THE YEARS(some designers, marketers and agencies

still think and behave as if it’s 1975)


“

“ POWER TO THE PEOPLE


“broadband is beautiful” “we’re smarter than advertisers think”

“I relate to this brand”

“I do my own research”

“don’t sell me,engage me”

“free to choose”

“don’t tie me downmake it mobile”

“I Tivoded it”


BlogPodcast Google Yahoo MicrositesCell

phonesEbay


Pre-Digitalization

Product Development

Delivery of Products and Services

Marketing Sales


Web 1.0

Product Development


Marketing Sales

InternetDigitalMedia

BackOffice IT


Web 1.5

Product Development


Marketing Sales

InternetDigitalMedia BackOffice IT

Web Analytics Tools

Experience Modeling

ExperienceDesign

CRM/CMS


Effects of Web 2.0


Web 2.0

Product Development


Marketing Sales


Web Analytics Tools

Experience Modeling

ExperienceDesign

CRM/CMS


Web 2.0

» Web 1.0» DoubleClick» Ofoto» Akamai» mp3.com» Britannica Online» Personal Websites» eVite» Domain name speculation» Page vies» Screen scraping» Publishing» Content Management Systems» Directories (taxonomy)» Stickiness

» Web 2.0» Google AdSense» Flickr» BitTorrent» Napster» Wikipedia» Blogging» Upcoming.org and EVDB» Search engine optimization» Cost per click» Web Services» Participation» Wikis» Tagging (“folksonomy”)» Syndication


Web 2.0 Companies

»Services not packaged software with cost effective scalability

»Control over unique, hard-to-recreate data sources that get richer as more people use them

»Trusting users as co-developers»Harnessing collective intelligence»Leveraging the long tail through customer self-service»Software above the level of a single device»Lightweight user interfaces, development models and

business models


Current firms focus on developing best practices within their own domains

Product Development


Marketing Sales


Web Analytics Tools

Experience Modeling

ExperienceDesign

CRM/CMS


Web Agencies For Transaction-Led Projects

$500B


TOTAL CUSTOMER EXPERIENCE

MARKETING TECHNOLOGY

creative

design

strategy

measurement CRM

PodCast

Blogbrand

iTV

TV

radio

experience map

experience models

value co-creation

digital assetmanagement

web analytics

data driven analytics

measured touch-points


POWER TO MARKETERS?…DESIGNERS?


Who

What

Strategy

Execution

Best Practices

New Methods

ROI

Foresight

Hard Results

Soft Results

Traditional Ad Agency

InteractiveAgency

SEM / ViralMarketingSpecialists

System Integration

Firms

BusinessConsulting

Agency 2.0


Agency 1.0 Agency 2.0


» Built in latency• 3-month learning cycle• 50 years of legacy to protect

» Organization of individuals • Wait for the big bang• Genius with a thousand helpers• Pyramid organization

» Big Concept Advertising Play

• Claims full service but actually specialists. Outsource things they can’t do. i.e. great brand shop, great direct mail shop.

• Medium bias consulting. It will always be a communication problem solved with an ad.

» Media is decoupled from creative execution

» Real time• 3-day learning cycle

• Predict the future by inventing it.

» Organization of teams — • ongoing improvement with intelligence to

optimize• Collaboration is a requirement and a core

competency

» Platform Play• Understands and leverage the power of

the network

» Media is the message• Embrace Web 2.0 - RSS, blogs, wikis

• Media is an integrated part of the solution. It’s not decoupled.



» Technology is a channel of delivery

• Believes technology has taken the control away

• Believes technology reduces their ability to manage brand contact

• Views technology as a commodity— I.e. DoubleClick, iCrossing, Omniture,

» Believes they build brands

» Technology is a critical tool to harness

• Micro-data becomes product development research on steriods

• Views technology as a surgical instrument

» Believes the customer owns and build the brand. The agency is merely there as catalyst to acquire, retain and enhance brand attributes.



What does Agency 2.0 look and feel like?

Product Development


Marketing Sales


EXPERIENCE INNOVATION &

MODELING

RESEARCH &ANALYTICS

DIGITAL MEDIA DESIGN &

MERCHANDISING

CUSTOMER STRATEGY AND MANAGEMENT

MARKETING STRATEGY AND INTEGRATION

SEARCH ENGINE OPTIMIZATION &

MARKETING

MEDIA SERVICESMARKETING TECHNOLOGIES

CAMPAIGN MANAGEMENT

+ +

+ +


Sapient’s Experience Marketing


Real-time optimization requires “live” data and the tools to affect change • Integrated: Campaign Management, intelligent ad serving, email delivery, advanced analytics applications• Real-time Online Reports

Technology Enabled Marketing BridgeTrack®


• Leverage real-time focus groups and online panels • Identify the most efficient campaign within hours• Glean consumer insights for the best: Positioning, imagery, call to action, etc.

TRUTH THROUGH PROOF

average CPA

C1 C2 C3 C4 C5 C6 C7 C8 C9

Rapid-Cycle Testing


Be good and do some inspire work

© copyright 2006 clement mok web 2.0 > agency 2.0 > design 2.0 clement mok free-agent sapient...

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