Chapter 1 - The Digital Landscape: Framework and Strategy by Husam Jandal

[Paul Terlemezian]

The essence of this chapter is to define and briefly describe WSI's Digital Marketing Lifecycle (TM) - Discovery-Analysis-Build-Implement-Measure-Manage.

We are introduced to the "Royal Family:"

King Content

Queen Digital Advertising

Prince Mobile

Princess Social

This chapter is very good in establishing the point of view of WSI. While reading the chapter I was eager to understand

1. How the lifecycle has changed because of the "Digital World"

2. How the royal family can accelerate the change

3, How this will help us discover the disruption that will lead to doing something that could not be done before

The questions that came to mind and that I hope to learn more about in subsequent chapters are:

a. While Content is King - what I really need is an accurate, relevant and effective King - can I generate my own King at will? A user-generated King so to speak?

b. While the queen is beautiful - are we becoming blinded by her beauty? Is Digital Blindness a threat to Digital Advertising?

c. Yes the Prince is Mobile - but he is also intrusive. His distant cousins are hackers, spies and others with ill will as their goals- will the fear of Prince Malevolence create costly hurdles for our soon to be King?

d. Princess Social is at risk of "pretend to friend" syndrome in a world where "I share because I care."  How will she avoid the risk of being "blocked" forever!

I also wonder about the % of spend and elapsed time related to the Lifecycle? What amount of time and what percentage of spend would I apply to each segment. For example if my goal were to generate $X in profits in n weeks. What % of X would be spent in each segment and what % of n would be consumed in each segment?

Would it be possible to spend 99% of my time and $ in manage results? Would this be disruptive?