Something to remember :)

Apr 23

“This is an ephemeral world where nothing is ever finished, where digital technology allows people to continuously cut, paste, mash-up, redesign, integrate and experiment. A world called ‘perpetual beta’. The days when six months was spent refining a marketing program to perfection are long gone. 

When the target audience is able to ‘mess with a [...] [...more]

Posted by: Bogdan, under Interesting.
Tags: alpha, Beta, Cannes 2008, dada, data, ogilvy

“This is an ephemeral world where nothing is ever finished, where digital technology allows people to continuously cut, paste, mash-up, redesign, integrate and experiment. A world called ‘perpetual beta’. The days when six months was spent refining a marketing program to perfection are long gone. 

When the target audience is able to ‘mess with a message’, it’s more important to put work out (’beta it’) on new and emerging platforms, gauge the response (good or bad), and then keep the stories living and breathing with continuous input from the consumer.”

(Cannes 2008 – Dada, Data, Alpha, Beta seminar)

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