2010: A Web Odyssey
Liberation Technology For A New Decade
Amsterdam Worldwide demonstrates how to free brands from the constraints of physical location, leap tall buildings in a single bound, and stretch limited budgets to the sky - how smaller regional and challenger brands can take on the world and win.
Brian Elliott, CEO and Founder of Amsterdam Worldwide, discusses specific client examples - and others - to show how globalisation + digital inflection point (where broadband and mobile penetration reach critical mass) = major growth opportunities for brands.
Vilfredo Pareto (the 80/20 rule man) posits that 80 per cent of effect comes from 20 per cent of causes. In consumer terms, 20 per cent of a brand's audience is vastly more important than the rest. The problem historically in media terms has been in reaching that 20 per cent with any degree of efficiency - without wasting 80 per cent of your budget to find them. But the digital world blows that construct apart.
Amsterdam Worldwide believes that brand behaviour - what you do - is more important than what you say; and even what you say you do. In the digital world, the 20 per cent of consumers who are your most important are also your most important medium.
In the end, what matters to your top 20 per cent is what you do. Because, if you do something worth talking about, people will.
