Razorfish Unveils Latest Annual Technology Report Showcasing What’s Next Beyond the Cloud

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Articles explore the future of commerce, targeting, open APIs, platforms, software development and ubiquitous computing

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Technology, creativity and media have never been as intertwined as they are today. It is confusing at the very least, but sometimes it’s downright paralyzing. To help CTOs and CMOs navigate this ever-changing landscape, Razorfish, one of the world’s fastest growing digital agencies, today launched volume three of the annual Razorfish 5. The report covers a mix of new technologies and techniques that can help organizations better support an evolving, overly-matrixed world.

“The first two editions of the Razorfish 5 focused on how cloud computing was impacting enterprises,” said Ray Velez, global chief technology officer at Razorfish. “Today, the cloud is no longer just about servers, it's about removing barriers to innovation. Recognizing this progression, the report’s 2012 theme is about moving beyond the cloud; using Big Data-enabled targeted digital experiences with technology platforms and APIs to move businesses forward.”

So You’ve Got Their Attention, Now What? - How to Make the Most of Your Owned Digital Assets

The cornerstone of this year’s Razorfish 5 is an article on maximizing impact from company-controlled digital channels--commonly referred to as “site-side” and “owned” targeting. To help level set how a brand’s owned sites personalize user experiences, Razorfish and Adobe conducted the first ever Targeting Readiness Study based on conversations with more than 120 U.S. CEOs, CIOs, CTOs and CMOs with $500 million or more in annual revenue. Key findings include:

-While 49% of survey respondents consider themselves strong at targeting experiences to segmented groups of online audiences, only 12% have implemented the ability to target a recognized segment on their owned properties and measure the results.

-Less than 50% were able to recognize a returning/loyal customer versus a prospect on their owned properties.

-Only 82% of respondents viewed .com as an owned channel. The number drops to 50% regarding mobile.

-Only 24% of companies have implemented a process for creative development so that content can be served dynamically and reused across segments.

All of the aforementioned findings point towards a significant lost opportunity for engagement, and consequently revenue. The article concludes with a plan of attack for companies to bring together technology platforms, analytics, data activation and experience design, in a way that is tangible for most marketers.

Other topics covered in the Razorfish 5 include:

Ubiquitous Computing, Keeping Up With The Digital Consumer – This explores four ways ubicomp is already a reality (pervasive sensors, wearables, fluid content and natural user interfaces) and analyzes how businesses should respond to the opportunity.

Omnichannel Commerce – As technology today enables commerce at just about every touchpoint, Razorfish investigates how to make sense of a world where the standard purchase funnel no longer exists.

Platforms and APIs, How To Open Up Your Digital Marketing – This dissects the entirely new ecosystem of applications and integrations brought about by open APIs, and then details the fundamentals of what constitutes an effective API platform.

Developing Production Software Faster – As the pace of adoption continues to increase, so does the need to build software faster. This section provides a toolkit that returns the best results in the least amount of time.

Bringing Together the CMO and CTO – Gartner predicts “By 2017, the CMO will spend more on IT than the CIO." Clearly, in successful enterprises, these roles will work together symbiotically. This section explains the organizational changes that are necessary to strengthen this relationship.

You can find the entire report at http://www.razorfish5.com/

About Razorfish
Razorfish, the highest ranked digital agency in Advertising Age’s 2011 A-List, creates experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients’ business needs, such as launching new products, repositioning a brand or participating in the social world.

Razorfish has offices in markets across the United States, and in Australia, Brazil, China, France, Germany, Japan, and the United Kingdom. Clients include Mercedes, Unilever, and McDonald’s. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe’s (Euronext Paris: FR0000130577) VivaKi, a global digital knowledge and resource center. Visit http://www.razorfish.com for more information.
Follow Razorfish on Twitter at @razorfish.

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