A funny thing is happening in our business; those big brand advertising campaigns were all about 'Content is King' - and we really haven't changed a great deal from that model. More and more of those advertising dollars flooded online and of course you know what happened....two things:
1. The internet as Direct Marketing
That leads you to search and website optimization - lots of companies have made lots of money doing that - not very exciting though
2. The internet as a branding mechanism
That leads you to banners - remember when the internet became part of lives we were constantly closing down pop-up ads for partypoker.com - those were the days! Oooh, such lazy days!
It's only now that we are really getting what the internet can do for marketing. It's been said many times that 'marketing is storytelling' and the best stories are conversations.
The power of the internet is in its ability to share ideas and stimulate conversation and that occurs at high speed on the internet. That's why all our clients want to 'do' social - but how do you do that and make it credible?
That's the challenge for us right there; if we can help our clients find ways to help people share an idea or put forward a point of view we'll be ok - the question I think we all have is are our clients ready to embrace this?
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