Recognizing that change must come to Washington, Obama has already promised to appoint a Technology Czar to ensure that the Government is appropriately investing in next generation technology. Obama's vision of a friendlier and more responsive government should be seen as very good news for the digital marketing industry. Here's why: The Government has long invested in technology infrastructure projects, which is why today you see D.C. and Northern Virginia riddled with technology consulting firms. Though, as most of us know in the digital marketing industry, the "back-end," though an enabler, is transparent to the end user. What matters most to the consumer (and to the average U.S. citizen) is their experience; were they able to complete the task that they set-out to do with as little frustration as possible. From a marketing perspective, we take this further by ensuring that the consumer experience reflects the brand's positioning and provides a consistent stop along the customer journey. In our industry we continuously seek to optimize the consumer experience; employing testing techniques such as heuristics, split and multivariate tests, concept and usability testing, focus groups, etc. We think beyond the core consumer experience and seek to create a brand web or distributed presence that touches consumers across all channels (both paid and unpaid) with a consistent message. Simply put, we want to get noticed, while at the same time we continuously seek to demonstrate value to our target consumers. I don't need to tell you that accomplishing this is difficult to do today given the short attention span and high expectations of the digital consumer.
That said, the U.S. Government and it's various agencies do not have the expertise to effectively leverage the new media environment to accomplish their goals all on their own. Just having a website no longer does the job, as Obama clearly demonstrated to McCain during the 2008 campaign. If you combine the above with Obama's recently announced economic stimulus plan set to kick-off shortly after his inauguration, it doesn't take much to connect the dots: Beginning in 2009, digital marketing agencies are headed to Washington D.C. Sure you can argue that they're already there; AKQA, Arnold & Wunderman/RTCRM all have offices in the area, but given Obama's new mandate it won't be long before many more digital marketing agencies infiltrate the newest digital marketing frontier; our nation's capital.

For digital industries this news of Government investing in responsive technologies could be a positive note as huge investment could be retained through it .
Posted by: Jeff paul news | Wednesday, October 28, 2009 at 07:25 AM
Brand positioning is the key to generate revenues from the target customers in order to provide consistent stop along the customer journey.
Posted by: Jeff paul news | Wednesday, October 28, 2009 at 07:18 AM