We need to practice what we preach.
Danielle and I had the opportunity to converse with three exceptionally talented internet marketing minds last night about online marketing and its vehicles. Halfway through the conversation, we all came to a haunting conclusion: we're no better than the marketing approaches we argue against.
We've argued that the traditional practice of top-down, center-out, one-way communications
has been rendered antiquated by the age of democratized media. But the fact of the matter is, social media marketers are still led by the "big brands": Seth, Rohit, Danny, Neil, Todd. And the Joe Marketers out there "consume" their products because 1. the marketers have strong brand awareness 2. trust is assumed 3. knowledge is held by the 1%.
This is nothing against the outstanding insight that those aforementioned brands continually provide us everyday. We thank them, their quips, and their top 5 lists...they make us look smart in meetings. And ironically enough, our industry dictates this atmosphere of broadcast marketing. However, to create the two-way conversations that define the digital age ourselves, we need to provide substance.
Fewer theories. Fewer lists. More measurement More case studies. More failures. More success stories.
Maybe this isn't applicable to you. Maybe I'm just referring to us. But you can bet we'll be adding a whole new dimension by getting involved.
I hope you'll join us in conversation.
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