Conversing with advertisers
Elinor Mills at CNet has a great piece from the Conversational Marketing Summit, challenging many of the examples of ‘conversational marketing’ that were presented as being nothing but traditional advertising wrapped up in new clothes.
Much of what I do is social media that is campaign based. Outreach and other tactics on social networks or using the tools of the read/write web in a way to support campaigns that are going on in the more traditional spaces. Unfortunately most agencies and clients appear to think this way - and the budgets are usually set up this way - and changing that mindset into considering long-term, strategic, permanent conversational marketing, community-driven marketing or what ever you like to call it is a long term goal.
Employing people, getting the systems and culture set up to do this, is a shock to many of the big companies and only certain types are moving this way at the moment - tech companies like Dell and Toshiba I’ve talked about before. Smaller tech start-ups are often doing this from the start and others are slowly moving into it. But your CPG and auto companies? Not yet, it’s all tied into campaigns.
Tags: conversational, dell, elinor_mills, marketing_community, social_networks, toshibaRelated Stories
POSTED IN: Engaging the Customer, Influence Marketing
1 opinion for Conversing with advertisers
Susan Gunelius
Sep 19, 2007 at 11:35 pm
I agree that few companies have really figured out how to leverage social networking in their marketing and business plans yet. There is hope though. I read earlier this week that Peter Chernin, President of News Corp. recognizes the importance of social media. Gary from The Alpha Marketer wrote a great post about comments Chernin made at a recent speaking engagement. Here’s the link if you’re interested:
http://www.thealphamarketer.com/2007/09/peter_chernin_says_traditional.html
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