FIGARODIGITAL.CO.UK


2015 FORECAST


As the decade hits half-time, our team of experts fire up their crystal balls and offer their advice on the issues likely to shape digital marketing in 2015


44 issue 23 january 2015


ANDY HOOD, HEAD OF EMERGING TECHNOLOGIES AT AKQA


STOP CHASING THE TAIL


Understand what a piece of technology is really for – as opposed to what the inventors say it’s for. There’s the danger, when


new channels and platforms appear and fl ourish, that companies end up ‘chasing the tail’ and looking to catch up with what everyone else is doing, rather than forging ahead with something new. This rush to stay in touch with the competition is what leads to new channels becoming polluted with mediocre content. The big challenge in the


industry is the same as it’s always been: fi nding talent. This is exacerbated in an age when marketing companies need to excel at more disciplines than before. The competition is fi erce and comes from all angles. akqa.com


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