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Web 2.0 > Agency 2.0 > Design 2.0
Clement Mok
Free-agent
Sapient Global Director of Design Planning
May 16, 2006
© Copyright 2006 Clement Mok
Web 2.0 > Agency 2.0 > Design 2.0
I. An overview of the challenge
II. A way to think about the problem
III. Agency 2.0
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FUNNY SHIT
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© Copyright 2006 Clement Mok
© Copyright 2006 Clement Mok
© Copyright 2006 Clement Mok
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
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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
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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
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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
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SHIFT IS HAPPENING WITHOUT THE HYPE
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CONSUMERS HAVE CHANGED OVER THE YEARS
(some designers, marketers and agencies
still think and behave as if it’s 1975)
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POWER TO THE PEOPLE
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“broadband is beautiful”
“I relate to this brand”
“we’re smarter than
advertisers think”
“don’t sell me,
engage me”
“free to choose”
“don’t tie me down
make it mobile”
“I Tivoded it”
“I do my own research”
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Podcast
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Blog
Google
Yahoo
Microsites
Ebay
Cell
phones
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Pre-Digitalization
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Product
Development
Delivery of
Products and
Services
Marketing
Sales
Web 1.0
Product
Development
Internet
Digital
Media
Marketing
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Delivery of
Products and
Services
BackOffice IT
Sales
Web 1.5
Product
Development
Delivery of
Products and
Services
Experience
Modeling
Digital
Media
Experience
Design
Internet
Marketing
Web Analytics Tools
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BackOffice IT
Sales
CRM/CMS
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Effects of Web 2.0
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Web 2.0
Product
Development
Delivery of
Products and
Services
Experience
Modeling
Digital
Media
Experience
Design
Internet
Marketing
Web Analytics Tools
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BackOffice IT
Sales
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
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» 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
© Copyright 2006 Clement Mok
Current firms focus on developing best practices
within their own domains
Product
Development
Delivery of
Products and
Services
Experience
Modeling
Digital
Media
Experience
Design
Internet
Marketing
Web Analytics Tools
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BackOffice IT
Sales
CRM/CMS
$500B
Web Agencies For Transaction-Led Projects
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value co-creation
experience map
TOTAL CUSTOMER
EXPERIENCE
experience models
measured touchpoints
creative
brand
strategy
MARKETING
measurement
radio
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design
TV
PodCast
iTV
data driven analytics
Blog
TECHNOLOGY
CRM web analytics
digital asset
management
POWER TO MARKETERS?…DESIGNERS?
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What
Strategy
New Methods
Traditional
Ad Agency
Business
Consulting
Foresight
Agency 2.0
System
Integration
Firms
Soft Results
Who
Hard Results
Best Practices
ROI
SEM / Viral
Marketing
Specialists
Interactive
Agency
Execution
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Agency 1.0
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Agency 2.0
Agency 1.0
» 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.
Agency 2.0
» 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 decoupled from creative
execution
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• Media is an integrated part of the solution.
It’s not decoupled.
Agency 1.0
» 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
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Agency 2.0
» 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?
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Product
Development
Delivery of
Products and
Services
Marketing
Sales
EXPERIENCE
INNOVATION &
MODELING
RESEARCH &
ANALYTICS
+
MARKETING
STRATEGY AND
INTEGRATION
+
CUSTOMER
STRATEGY AND
MANAGEMENT
+
MARKETING
TECHNOLOGIES
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DIGITAL MEDIA
DESIGN &
MERCHANDISING
SEARCH ENGINE
OPTIMIZATION &
MARKETING
+
MEDIA SERVICES
CAMPAIGN
MANAGEMENT
Sapient’s Experience Marketing
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© Copyright 2006 Clement Mok
Technology Enabled Marketing BridgeTrack®
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
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Rapid-Cycle Testing
• 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.
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TRUTH THROUGH PROOF
average CPA
C1
C2
C3
C4
C5
C6
C7
C8
C9
Be good and do some inspire work
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