Sudler’s “You Earned It” scheme is paying off for the Tech group. And we have more on the way…
Interesting article from WSOL here about how their workflow has evolved to deal with the demands for responsive deliverables. As they note, client buy-in is key, but waterfall may have had its day…
Our WPP colleagues at MEC published an interesting article summarizing the trends they saw at SxSW 2013. Interestingly, the overall theme they drew was “maturity.” Perhaps they were at different parties than us .
Over the five days of the Interactive Festival at SxSW, we had the opportunity to see, hear, and experience a huge volume of information about upcoming trends, products, and methodologies in the digital space. Now that the dust (and our bellies) have settled, and we’ve had a chance to distill the heat from the hype, here are some of the pervasive trends in technology we saw for the next year or so…
Hardware is the new software.
From Google Glasses, to FitBit, to affordable 3D printers, and out to wearable and even ingestible technology, the future seems to be all about finding new ways to collect, consume and distribute data. Your computer is about to become a dinosaur.
Software is eating itself.
There was a noticeable dearth of actual new ideas in software, with the loudest attendees trying to sell mashup concepts with pitches like “it’s Twitter mixed with FourSquare, but more social” or “Just like Dropbox, but better.” Certainly there’s room for improvement is some areas, but does the market really need another social network (even if it has videos)?
Technology needs to calm down.
Entire phone networks in Austin, and certainly the conference WiFi itself, collapsed under the load of 30,000 geek simultaneously trying to check schedules, email home, post to thousands of blogs and feeds, and update their social profiles. We saw a distinct subtext of “how much is too much?” and “have we let technology take over our lives?” From Google to small innovation shops, there’s trend to making information less visible, until it is needed, and making it instantly accessible on any device when that time arises. Pervasive but not invasive.
Mobile first, right now.
While we wait for the glasses and other “invisible” viewing devices to hit the masses, there’s a “right now” need to improve our delivery of information on mobile devices. With the proportion of traffic from phones and tablets jumping 10% every year, responsive information supply is no longer optional – writers, designers and coders all need to adjust their approach and processes. Agencies need to learn how to sell this approach to their clients: It’s a logical expansion of the “graceful degradation” technique we use to ensure search engines see page content semantically, but it’s better… start with a layer of pure information, and gradually enhance its appearance for each more capable viewing device.
Feel free to check out our contribution to the blog overload, here.
From March 8-12, Austin TX hosts the 2013 SXSW® Interactive Festival. Sudler is committed to staying at the forefront of the digital revolution in healthcare marketing. This year, the festival had a strong focus on the intersection of healthcare and technology, so we sent a team of technologists to gather information about the state-of-the-art in the industry, expand our network of contacts, and participate in coding workshops and hackathons. And perhaps sample some of Austin’s famous BBQ culture between sessions.
The team reported back in (semi) real time on a Tumblr blog over the five days of the festival, giving the whole agency an opportunity to learn more about the latest and greatest in the digital space.
Chris Duffey, Group Creative Director at Sudler, was recently asked by Yahoo to pen a piece about the complex mobile landscape for their advertising blogs. It’s just gone live and makes good reading.
An Information Week article by Anthony Vecchione points out the divergence between HCP’s statements about online activity (84% of doctors would prefer to attend events online) and their actions in the real world (only 6.4% say that they actually participate in virtual events very often). He argues that the robust adoption of mobile devices, and the mandated adoption of EMR systems, has created a huge opportunity to close this gap.
These are not new, but it’s interesting to review some guidelines for having a successful brand in the digital marketing arena. As budgets tighten and ROI becomes more important across all industries, pharma can learn a great deal from digital failures in the wider world… Read the article on DigiDay
With Advertising Week upon us, Yahoo! has created a series of videos about the future of the industry, including this fascinating one by Faris Yakob, Chief Innovation Officer at MDC Partners. Worth a few minutes of your time. Thanks to George for the tip.
Sudler’s Director of Technology, David Cherry, argues that for Pharma, neither apps nor dedicated mobile sites are the right solution for mobile visitors. In his Dose of Digital post, he recommends looking at either a responsive design approach, or to the Financial Times’ hybrid web app for inspiration.