Advertising: Campaign or Commitment Business
“Are you in the campaign or commitment business?” Joseph Jaffe asks as he rips into Sprint, Sony, T-Mobile, and Starbucks for their “Social Media Mistakes.” Basically Jaffe’s point is marketers and brands should engage every customer genuinely by approaching marketing as a conversation (with two equal sides) rather than a one way street.
Practically what that means is: less lawyers, don’t fake it, follow through, and address customers directly. Jaffe argues for shifting money from the media budget to staff customer service representatives and to be agile as new opportunities to extend a brand appear independently from campaigns. Good stuff.
If Advertising Age let me embed their Brightcove player I would have posted the video. Here’s a link.
06/19/08 by mark in advertising, social media.
