Russ Mann on Actionable Insights talks about Accenture Interactive with P&G as the first anchor client. As described on his blog, it is —
“A new business that Accenture has established to help companies develop world-class digital marketing capabilities and optimize online/offline investments. Accenture Interactive will bring together advanced technology platforms with consulting, analytics, Web development and digital managed services capabilities in an integrated model.”
And why this announcement is important. Actually you must check Russ Mann’s blog for that, but here’s anyway my 2cents, without any one asking.
What’s next
Next is companies like Accenture and many more and that too at a global level will getting into digital marketing
Global Contracts
Companies like P&G and many more will work out a global level deal for their digital marketing – to not only save the costs and the logistics but also for a unified coherent messaging and approach. Also means, Chinese and Indians will not only answer your support calls, but they will now also tell you what to buy 
Business Intelligence & Customer Intelligence
BICI is the language that marketers will talk. The presentations and the decks will compulsorily have graphs & charts pulled from spreadsheets.
SQL is the new HTML
Had read it somewhere long time ago, it comes to digital marketing now. Digital Marketing & Data will marry each other and never be able to live happily ever after.
ART Vs ROI
It will be interesting to see how ART of web designing / marketing will be impacted by process driven and measurement driven organizations. Will it work on a templatized model or will it allow freedom to creative teams to be wild and crazy.
Global Synergey & Rhythm
Efficiency, global strategy, branding clarity, business rhythm and everyone in synch should be positively affected by this. The more global the organization is, the bigger is the challenge to keep things together. To keep things together, will be the KRA of such global digital marketing solution providers.
Impact on other businesses of the eco-system
How will it impact the businesses of analytics provider, software providers, ad-networks for that matter. Look at the Actionable Insights #2 on Russ’s blog where he talks about real-time reporting of the campaigns. Does this mean, in future a Digital Marketing multinationals will pull one campaign from X ad-network / publisher push i to Y ad-network / publisher just like that; almost real-time.
What will happen to the online sales and marketing teams of the publishers. Talking to a brand manager who is also learning through a sales call, is different that talking to a representative from such organizations.
Accountability Vs Creativity & much much more.
Doing a campaign which has 10,000 leads, or doing a crazy viral which passes along 100,000 people – which is more important for the brand and who will decide that. What will happen to the local innovation of global organizations. What will happen to the internal marketing arm of the organization, where they put in their passion, extra time and hardwork to execute something "extra" which is neither quantifiable nor measurable.
Can marketing be as per the specs and SOPs. Both the sides, will have to work on this challenge. But, my thumbs up for accountability in marketing !!!
[Via - @Gauravonomics ]
Related posts:
- The Sanity Checklist For Digital Marketers (a.k.a The Art of Slow Digital Marketing)
- 8 reasons I like 22feet.in website– A Digital Agency from India
- Is Digital Media shaping the young peoples’ relationship with Brands & Marketers ?
- Nielsen : From Buzz to Sales: The Impact of the UK’s “X-Factor” | Nielsen Wire
- Top 250 Blog Posts – Advertising, Marketing, Media and PR « Spotlight Ideas
Related posts brought to you by Yet Another Related Posts Plugin.
My name is Santosh Maharshi, an ex-bollywood child artiste & now an Internet & Media professional from last 12 years. I have worked with