Wednesday, April 30, 2008
Quote of the day: The ad industry has made a big mistake…
byThe ad industry has made a big mistake in the past by thinking technology was for geeks. Technology, in fact, is a love affair.
The above quote is in a blog post last week from David Armano at Logic + Emotion. David’s right.
Eric Ista’s earlier post today (Technology and the Speed of Mouth) cites a perfect example of how the social network framework — and the technology that powers it — has intertwined itself in the lives of many consumers. As Eric pointed out, with this framework, consumers can profoundly affect brand preferences, brand engagement and immediate sales. And with social networking, it can be done at a speed that makes traditional marketing look like molasses outdoors in a northern Minnesota winter.
As marketers try to adjust their thinking to this social networking thing, I see many traditionalists trying to figure out how to put an ad in social network media. However, I think the marketers who will have the best luck in this new environment are those who figure out a way to make someone’s Twitter Tweet, Facebook message, or blog post about a company or product, in essence, the ad. That will take a new way of marketing—something like a cross between advertising and PR with a lot of geeks, transparency, and other new media involved in the process. Marketers who get this and find a way to make it work will flourish.
