With a new year just around the corner, I’ve gathered my musings, thoughts and predictions on topics that I believe will have increased importance during 2017. Both in terms of trends, way of working and what is changing and what it takes for businesses and brands to be successful in 2017.
The new information landscape has changed the way we work. The other day someone asked me – what happened with the “old school” communications strategy and plan, why is there not anything online which is consistent and why can’t one find an example? My theory is that digital came and evaluated (I hate the word disrupt its so negative) the entire marketing and communications game and way of working. For the better. And thus killed communication strategy and plan and left only strategy in it’s wake as it paired itself with marketing and content.
I have my own conclusion and theory base on my experience and perspective and I think it’s because the context has changed so much:
“Real artist ship
…and then you refine, refine and refine yet again.”
The way we work have changed over the past years, and rightfully so, towards a more iterative and agile way of working. Everything from technology to building a brand is effected. The primary driver behind this is a more democratic (if I may call it that) landscape changed by the tools available by the “digital industry” and a limitless imagination, tenacity and passion of the individual with an idea.
And thats one of the reasons I really love working with digital strategy and business development. There is always something new and creative around any corner that you can use to create user/customer and business value.
Both the advertising industry and the more creative agency industry is effected by this change. Long gone are the days of “project” thinking. Now you see a tighter client-agency collaborations that are more on an ongoing basis with regular evaluation points, rather then project basis.
First you discover, then you do an prototype (either it be a pilot marketing initiative or a first draft for an app), which you evaluate and which results becomes an embryo that you then refine, draw conclusions from and add more complex layers upon as time and discovery goes on.