Embracing change is always challenging, and emerging media is an ongoing adventure. There have never been so many ways to reach your audience and, at the same time, there is a true lack of understanding about the value of the experiences that that reach provides. As we at the IPG Emerging Media Lab tell each other all the time, 2009 and 2010 will be a rough ride for marketers. However, for those who can continue building relationships, exploring new solutions, and maintaining a long term vision, we believe there's a lot of opportunity on the horizon.
The Lab was founded as an educational resource for IPG agencies and their clients to better understand the digital media landscape. Just as the digital media space has changed dramatically in the past few years, we've evolved, too. As we've learned, it's about understanding the behaviors that are driving the consumption of the technology -- not just the technology itself. We've also learned that to stay ahead of the new media curve requires constant examination and re-examination; what was important yesterday may have lost its relevance today.
Our topic experts in video (myself and Scott Wensman), social media (Raquel Krouse), digital content (Devora Rogers), mobile, and gaming (Josh Lovison) will share our perspective on where marketers should be focusing in each of these key areas. If we had to give marketers one piece of advice, it's that even in these trying times, if you haven't had a digital initiative that's failed, you're doing something wrong. So this year, take a risk, engage a new partner, bring your creatives in early, and start playing with more toys and tools. There's a brave new world out there.
Lori Schwartz is SVP, director of the IPG Emerging Media Lab.
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