The Future of Digital

February 7, 2012 § Leave a comment

A recent study conducted by Forrester claims that within 5 years investment in digital will exceed $75 billion, which will be equal to all television advertising.   Impressed?  Let’s explore some reasons for this growth.

1)   Growth of interactive teams
Companies continue to build their internal capabilities as they become more and more comfortable with the medium and aware of the need to manage their own customer interactions.

2)   New/Emerging Media
Emerging media will create cost effective opportunities for brands to engage with their customers in unique and exciting ways that traditional media simply cannot deliver.

3)   Effectiveness
Digital is instantaneous, measurable and flexible.  The digital platform is conducive to change – this is among its greatest attributes, which is instrumental as consumer behavior changes and brand objectives can change frequently.

4)   Customer Centric
Leveraging digital can lead to more unique, customized experience based on customer behavior and preferences.  By creating customized experiences, brands can leverage the true strength and possibilities of the medium.


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