Friday, September 14, 2007

Mind the Gap! Conversational Marketing Opportunities

I love that expression. It reminds me of London. I gleamed a number (tons!) of interesting pieces of advice and insight at the Conversational Marketing Summit. Here are two:

Mind the Gap. The gap between consumer activity on the internet and the spending of advertising online. It seems that advertisers have huge opportunities, especially in the world of conversational marketing, to reach out to potential buyers and influencers. Conversational marketing on conversational media engages the viewer in exciting and creative ways. Of course that takes an exciting and creative advertising agencies.

Promoting a Better Place. What if your message to the world about your company was "the world would be a better place if {fill in your brand statement}". Here is a quote that talks about this way of marketing:

"We believe the world would be a better place if brands realized their Big Ideals,” said Hayden, who as vice chairman is the agency’s highest-ranking creative leader since David Ogilvy himself. “If they stand for a cause of enduring importance, if their actions bear out their commitment to something bigger than positioning, voice and visual identity. Big Ideals are powerful because they cross borders and demographic segments, they scale and work across media, and because they release creativity and big ideas."

Both thoughts were presented by Steve Hayden. Yes, the famous one; the one who dreamed up the first Apple commercials in 1984. Steve is Vice-Chairman of Ogilvy and Mather Worldwide and has been in the business a long time, and yet manages to be one of the leading proponents of conversational marketing. Why aren't other brands and agencies seeing the opportunity?


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posted by Barbara 'webmama' Coll @ 10:34 AM     Permanent Link