This sums up succintly what many of us have been saying to our clients for ages. More to the point, they've backed it with their own research and then made it available to all of us gratis. Big round of applause for Razorfish. To be fair, there's many similar presentations out there, but this one is to the point, based purely on facts and presents the odd challenge here and there (think consumers don't want brands encroaching in their social life? think again).
It's timely. I've just come back from a client meeting where they've said that digital is going to be big for them next year. It's taken them a long time, and a few terse discussions, but it's happening. I'm sure it will take them a while to grasp the implications and understand that this isnt just a change in marketing, but a change in the way they need to organise their business and invite participation from consumers.
We will see...
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