Monday, March 1, 2010

Relevance, Interactivity & Accountability

Christopher Vollmer  wrote in the journal Strategy+Business. 

“Advertising has evolved from an interruption—grabbing attention for a product or brand—into an experience, an application, a service that the consumer actually wants. This new marketing model doesn’t shout; it listens and learns. And relevance, interactivity, and accountability are its essential ingredients.”

You can't push campaign through social communication tools. People will tune out. 

I know you can't make money that way under your existing structures. Both client and agency are struggling with this at the moment but struggle with it you must. 

You need to change your business model. There's no question about that. It's just a matter of being prepared to upskill yourself and apply the logic of the fragmented media reality to your business or organisation.

Madison Avenue legend Rosser Reeves (pictured) publicly boasted how one client spent $86,400,000 over the course of 10 years “on one piece of my copy.” 

Those days are over.



Posted via email from cjlambert's posterous

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