David Notik

There's been a massive cultural change in how people interact both with each other and the organizations trying to reach them. I've been dedicated to understanding this phenomenon from the very beginning, and I decided long ago that I'd play a role in shaping the products and services that will help us realize the full potential there. I firmly believe that this is only the start of a paradigm shift that will radically (but over time) alter government, business, education, and everything in between.

For anyone (whether you're on the inside or not) struggling to grasp these changes and what it all means, here's some required reading (found via Guy Kawasaki's excellent blog). The largest interactive agency in the US just released what they call the 2007 Digital Outlook Report. I haven't yet read it in depth but I can tell you it's an excellent report, chock full of all the right insights and relevant information.

It's all about the conversation. I've emphasized that concept time and again when explaining these changes to others. Whether you're in advertising or you run an organization or are selling a product -- if you're trying to engage people (and most of us are), you absolutely must understand this phenomenon, and understand it now. This report (PDF, 6230K) will help.

From the report's welcome note:

In retrospect, the massive digital disruption we’ve experienced over the last 12 months should have been anticipated. But it seems few were fully prepared for the speed and depth of the changes. Perhaps it’s because the changes weren’t just about what Web sites became popular or what new technologies were introduced. Rather, it was a broader cultural change. Consumers’ expectations of their media evolved. The places they trusted to provide information and entertainment changed. New outlets for consumers to express themselves emerged.

In this environment, marketers are being forced to retire some long-accepted strategies for connecting with customers. In place of those dated approaches, the new digital landscape presents a chance for companies to have new, deeper, and more relevant engagement with consumers. Given the growth of interactive in 2006, it’s clear that marketers have recognized this opportunity and are ready to embrace the era of digital disruption.

For you advertisers:

Prediction. Marketing strategies will increasingly need to start with the digital channel. The interactive environment will become the central expression of a brand, and all other media will work to drive customers into that experience. The changes of the last decade will pale in comparison to those of the next—interactive video, mobile media, and the immersive qualities of gaming will challenge us to find new perspectives, new frameworks, and new standards. We are fortunate to be living in a transformational era in advertising—and we can either resist these changes or welcome them for what they are: a fantastic opportunity to redefine the customer experience. Ain’t it grand?

Your thoughts? Let's discuss.

Updated w/ more.