RazorfishOutlookReportVol10

As we gathered the data and spoke to clients and industry watchers to put together the Razorfish Outlook Report,
we once again found our business in the middle of tremendous global change. The conversation around digital
marketing — long the domain of digital agencies and technology companies — is now part of a much broader
conversation about social and cultural change, the global economy and business landscape.
In today’s world, social tools that started as communications
and marketing tools have become conduits for revolution.
Cloud-based services have finally emerged as viable methods
for increasing collaboration and driving greater efficiency.
And the investment world increasingly looks to start-ups
to once again push the global economy forward.
This means digital is now a lot bigger than agencies. In fact,
it’s bigger than marketing. It’s increasingly woven into the fabric
of our business and consumer culture. This inspires us more
than ever not only to optimize the status quo, but also to ignite
a business movement of sorts.
But how?
First, there is more pressure on our business to perform
creatively, stemming from the fact that digital ideas come
from more sources than just the agency. Indeed, as the new
generation of creators enters the workforce, we have observed
their natural tendency to put digital at the center of their process
and thinking, regardless of their chosen industry or employer.
As a result, companies like ours have to raise their game
creatively to deliver idea-led value to our clients, while creating
an environment for new ideas to thrive.
Next, there is a strong drive to leverage the power of technology
to increase efficiency and drive down the cost of marketing
and doing business. We are seeing tremendous opportunities
in the media marketplace, with the rise of ad exchanges, analytics
and marketing platforms, to do just that. We’re merely scratching
the surface of what’s possible.
Finally, efficiency alone won’t move business forward forever.
When I meet with CMOs, CIOs and CEOs around the world,
I continue to hear a call for innovation and see an ever-present
search for sources of incremental revenue. Marketers and
business leaders once tasked with spending budgets efficiently
are increasingly challenged with identifying new sources of growth,
as well as product enhancements.
The truth is, building an agency that fires on all cylinders — high
levels of creativity, innovation, efficiency and technology — is a
tremendous challenge. But it’s what agencies and great marketing
organizations will need to do to survive in the face of change.
Which brings me back to the Razorfish Outlook Report. I think
you’ll find it to be a little less theoretical and a bit more practical
than in years past. Why? Aren’t digital agencies supposed to be
the predictors of the digital future? There’s nothing wrong
with dreaming big, but first and foremost, in our view the next
12 months will be about doing.
We’re not just talking about the social media explosion, but
also scaling an organization and agency partners to execute
on a strategy. Not simply checking the boxes of media best
practices, but leveraging every tool available to plan, buy
and measure its effectiveness. Not just accepting the product
experience as it exists today, but using technology to improve
customer experience. Not just ideation, but also execution.
As we publish the Outlook Report, we hope it will inspire you
to think and act. It’s what we mean when we say Ignite.
Bob Lord
Global CEO
@RWLORD
OUTLOOK REPORT | VOL 10
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