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Why digital still doesn't get the dollars
Digital marketers are still fighting for a seat at the big table. Learn why your reputation as a techie is holding you back and what you can do about it.
iMedia Connection
Reid Carr
We're well past the halfway point of the year, and now we can take stock of what predictions for 2008 have or will come to fruition. At the beginning of the year, digital pundits cited details about tools such as mobile, video, widgets and social media that they predicted would lead the way toward another banner year of creativity and innovation. Great stuff!
For the most part, many of the predictions have been close to accurate. (Mobile, I am still pulling for you this year.) But, I feel the one thing that was missing from this year's predictions was recognition of the fact that it is not about the tools that we use. Rather, it's about our ability to create user experiences and naturally intertwine them with preexisting natural behaviors. More plainly, marketers need to better use tools, technologies and media to show up at the times and places that users are going to be most receptive to us.
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