Digital draws readers to Admap

29 December 2010

Articles discussing digital marketing trends and semiotics were the pieces from Admap magazine that secured the greatest interest from subscribers in 2010.

Nuri Djavit, of Last Exit, claimed top spot with an item detailing ten fundamental shifts that promise to reshape the new media landscape.

One possibility is that Facebook could replace email, not least because the rapid rise of the social network means the phrase "I Face-booked you" now contains a verb.

Other major developments include the heightened uptake of open source software, a move towards paid mobile content and services, and an explosion in the availability of real-time geo-location data.

Djavit also predicted everyone from car designers to politicians may try to crowdsource ideas going forward, rather than relying on small numbers of experts.

"Crowdsourcing will become a growing part of 'elance' (online freelance) outsourcing strategies," said Djavit.

In second place was an article by Nick Gadsby arguing for the importance of semiotics, which premises its understanding of consumer behaviour on deep-rooted cultural factors.

Based on this analysis, Gadsby suggested a key element supporting effective campaigns was "technical mastery", where creative work demonstrates something far beyond typical popular experience and expectations.

Honda's "Cog", Sony Bravia's "Bouncy Balls" and the "Horses" commercial promoting Guinness all exemplify how striking visuals can truly engage viewers.

Similarly, Apple's iPhone and the Nintendo Wii have revolutionised the telecoms and gaming categories respectively through introducing totally original products.

Taking third was a round-table panel about the future of planning, moderated by Paul Feldwick, a consultant and former executive planning director at BMP DDB.

Participants included Adam Morgan, author of Eating The Big Fish, Will Collin, founding partner of Naked Communications, and Rachel Hatton, planning director of Ogilvy Group UK.

The main conclusions drawn were that the discipline is actually more vital than ever, given the need for enhanced clarity and direction in an increasingly complex world.

However, many agencies are still struggling to modify legacy business models and thinking, meaning planners' must endeavour to determine their own destiny, alongside that of their clients.

Data sourced from Warc