Ng Chong Yang's Blogazine » Effectising http://blog.surelyit.com A Singapore based blogazine that covers creative Web interactive agency work, Web design, SEO and email marketing Sat, 05 Mar 2011 09:03:06 +0000 en hourly 1 http://wordpress.org/?v=3.1 Digital Interactive Agencies – the trend in 2011 http://blog.surelyit.com/2011/02/16/digital-interactive-agencies-the-trend-in-2011/ http://blog.surelyit.com/2011/02/16/digital-interactive-agencies-the-trend-in-2011/#comments Wed, 16 Feb 2011 03:57:58 +0000 ExternalContributor http://blog.surelyit.com/?p=997 I believe, having worked in and closely tracked the developments of Digital Interactive Agencies (a.k.a. Digital Agencies or Interactive Digital Agencies) for 2010, that in 2011, the rate of maturity for the Digital Agencies space will dramatically increase. As such, at the end of 2011, the Digital Interactive Agency space will see a mushrooming of Digital Agencies who are specialists in niche domains – and we will see them forming project-focused groupings when engaging clients. The aim for the Digital Interactive Agency space will also be more well defined – the main aim for Digital Interactive work, really, is Self Explaining Design (see SelfExplainingDesign.com)…

]]> http://blog.surelyit.com/2011/02/16/digital-interactive-agencies-the-trend-in-2011/feed/ 929 Effective Advertising – Effectising http://blog.surelyit.com/2009/12/18/effective-advertising-effectising/ http://blog.surelyit.com/2009/12/18/effective-advertising-effectising/#comments Fri, 18 Dec 2009 13:26:08 +0000 ChongYang http://blog.surelyit.com/?p=927 According to a senior executive of a global advertising agency, “We are fast entering a world of excess supply as opposed to a world of excess supply.”

That senior executive claims that in such a world, effective advertising can make or break the businesses of suppliers. I fully agree with the senior executive’s view on this topic, though I felt if taken literally, that view is still too simplistic to ensure the continued survival of businesses. Advertising can make or break a business, and the key really is effectiveness. My firm believe is that effective advertising is what makes or breaks a business. I term it “EFFECTISING.”

Effective advertising – EFFECTISING – starts at the very beginning. It starts way before the line – way before the show gets onto the stage – if you know what I mean. Before the line activities should take up around 60%-80% of the effort needed to achieve EFFECTICING. As the Chinese saying goes, “Three minutes of excellent performance on the stage requires ten years of training off stage.”

Before the line activities, a crucial component of EFFECTISING, is all about defining the right objective – the goal.

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