Digital Outlook Report

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The signs were all there. As we entered 2006, new technologies and services werecreating a very dierent Web environment. The sudden success (and purchase) o MySpace had everyone’s attention, and the growth o Facebook indicated MySpacewas not an anomaly. Blogs were clearly established, and legions o bloggers hadound both a voice and an audience. The growing popularity o video on the Webwas well established. “Tagging” had become a part o the lexicon, as consumersshared everything rom photos to Web sites. The static Web was being replaced.In retrospect, the massive digital disruption we’ve experienced over the last 12months should have been anticipated. But it seems ew were ully prepared or thespeed and depth o the changes. Perhaps it’s because the changes weren’t justabout what Web sites became popular or what new technologies were introduced.Rather, it was a broader cultural change. Consumers’ expectations o their mediaevolved. The places they trusted to provide inormation and entertainment changed.New outlets or consumers to express themselves emerged.In this environment, marketers are being orced to retire some long-acceptedstrategies or connecting with customers. In place o those dated approaches, thenew digital landscape presents a chance or companies to have new, deeper, andmore relevant engagement with consumers. Given the growth o interactive in 2006,it’s clear that marketers have recognized this opportunity and are ready to embracethe era o digital disruption.

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Jeff LanctotSVP, Global Media Lead Seattle