Burning Issues or One Big Burning Platform?
comScore recently published a list of the top ten burning issues in digital. There were some interesting data nuggets about media consumption (and how having more screens leads to more time spent on all of them). But, overall, the list of “burning issues” contained no real surprises. What struck us was how nearly every item on the list is so closely intertwined with the others that it seemed like one big burning platform. No doubt that’s how many companies view the digital world.
For instance, big data (#1) has huge privacy implications (#2), as we’ve discussed in our take on how big data equals big risk. So do social media (#3), audience targeting (#5) and the growth of smartphones and tablets (#7). Similarly, measuring digital campaigns (#6) is closely linked with smartphone and tablet growth (#7), multi-platform media planning and analysis (#8), real-time marketing insights (#9) and, of course, social media (#3).
The point is, one must take a holistic view of all the mega-drivers, big-picture trends and emerging tools and channels. Mastering the digital world requires an understanding of how all the elements fit together – not figuring out one item on the list and then moving on to the next. That’s one reason why we recommend companies chart a strategic course to digital success. Trend-chasing and extinguishing fires (or burning issues) are endless, but clearly articulated strategies that link the full range of digital programs to core objectives provide a lasting foundation for success.
For more on idea #1, watch this video featuring CEO Ken Harrop reminiscing about the ‘old days’ of big data.