Thursday, 11 March 2010

We Get So Seduced By Newness, We Ignore Effectiveness

Comment to Pete Blackshaw's article in AdAge: "Marketers, Get Back to Boring"

Pete, you are SO right and I hope your POV is evidence of the tide turning. I've been blogging/commenting on this issue for so long I've largely given up.

There is no such thing as "social marketing" any more than there was a real opportunity in paying people to talk about brands around the water cooler (think long and hard about that you members of the "word of mouth" agency associations...). Both telemarketing and spam email were 'shiny' not so long ago when each was a new 'social medium'.

If today's marketers took all the money they're throwing away 'investing' in 'social marketing' -- essentially spending advertising dollars on PR activities -- and shifted it to experiential marketing, they'd immediately see ROI in spades. Experiential, not social or digital, is where the biggest shift in marketing spending will move as the demand for ROI finally begins to produce measurement tools that prove what works and what doesn't.

For more on this point, read my post:  The New ATL (click to read)

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