The other day I saw this article, "Human Behavior: a Key to Future Tech Developments" and didn't think much of it (not because I don't think the idea is super-important, but because very smart people have already written a lot about it in a much more interesting way.)
So anyway, this quote stayed with me: " "Microsoft and many other companies realize that since it is, after all, people who use technology, it's critical for the company to understand how people adapt to technology." But I didn't think of it in relation to customers but in relation to the "other group of people" in marketing who use it: the agencies.
I'd really like to go to a traditional ad agency and observe this. Because, in order to develop a good "fit" with its environment, any organization is challenged to "match its knowledge with the problems in the environment it operates" (Brook Manville). How they tag, code, organize, and communicate this knowledge depends on technology. It influences how an agency is organized. And, it also shapes how an agency perceives, relates to, and interprets its environment. So, if they are increasingly using digital media, that should change a bit ways they think about marketing. Or, it will change over time. Which is a good thing.
(photo found here).