Digital Darwinism
S+B writes about the HP’s recent marketing campaign, and the ways digital platforms are transforming the ways in which consumers experience advertising.
The entire article is available here… http://www.strategy-business.com/resilience/rr00069?cid=rr20090511
Here’s a quick exerpt…
This shift, which has become increasingly apparent in the last few years, has been confirmed by “Marketing & Media Ecosystem 2010,” a landmark cross-industry study that Booz & Company recently completed in partnership with the Association of National Advertisers (ANA), the Interactive Advertising Bureau (IAB), and the American Association of Advertising Agencies (AAAA). An ecosystem is an appropriate metaphor for today’s marketing environment. It is a dynamic, complex, and interconnected community in which marketers, advertising agencies, and media companies depend on one another, to a certain extent, to survive and thrive. But it is also a brutal, competitive arena, where a kind of “digital Darwinism,” or survival of the fittest, holds sway, rapidly distinguishing winners from losers. Companies that possess certain preferred traits in their organizational DNA or that have superior skills of self-adaptation are positioned to flourish in this ecosystem. Those without either face almost certain extinction.
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