Infinitive Difference Blog

Get in the know and keep current with big-picture thinking and actionable insights.

Burning Issues or One Big Burning Platform?

infinitive analytics burning digital issues become one burning digital platformcomScore 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 it’s actually about 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.

infinitive customer audience intelligence resourcesWant more customer & audience intelligence insights?

Sign up to receive customer & audience intelligence news, ideas & resources right in your inbox.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>