Re: Softness In Online Weekly Hours? Caution...

Re: Softness In Online Weekly Hours? Caution...Ad Age & Forrester's Missed A Big Detail...The 25mm 2G/3G phones, "the Cloud" that enables them and the millions of apps that bypass browsers/internet.

Here is the Ad Age article link from today for your reference:

http://adage.com/digital/article?article_id=138159#comments

And here is the counter to their explanation of softness:

By PATRICK | MIAMI BEACH, FL     Ad Age Blog July 28, 2009 02:31:46 pm:

"Great bit of data on the softness online in hours spent weekly...BUT you missed the key piece: the massive shift to mobile 2G/3G phones, where apps replace browsers and "the cloud" replaces online.

Millions and millions of iphones led the way. Now Android equipped options are coming quickly from the all other in cell phones. So the hour softness can be explained by cell/mobile time spent multi-tasking thru life.

And one other factor: apps on a phone or on Facebook have empowered the consumer to work smarter...and they are just breaking out (as iphone's stronghold has its competitors running quick with their versions).

Last 2 points: I just spent 10 days in Bangalore, India (india's Silicon Valley) scouting and partnering for our clients on where it is all going. The big brand tech players are making their bets across hard/software, alliances, apps, etc. And it is all being developed in India now for 2010. Based on previews we saw...A barrage of Apps and select integrated, cross platform solutions will be the focus.

(and USA digital firms are a generation off from what is coming out of India)

And my CMO clients are confused by the agency reference to "its non-traditional media" and by digital boutiques doing one-off apps that have no effect on business building. One marketer theme stands out:

"if it doesn't drive my brand/business performance-we are not doing it"! So the unique deliverable is taking all this digital activity and traditional mktg in a new form, channelling it into a 2010 marketing plan that delivers share/sales/profit that the CEO is screaming for."

                    

  Let's talk soon. We have a full review of "Where Mktg-Tech Is Going In 2010"   

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