Controlling Marketing Messages
Two really good bits from Steve
Rubel talking marketing & PR.
(1) In the first Steve is quoted in the Christian Science Monitor in a piece about how marketing is dealing with the rise of amateur ads.
I agree with that. But others are having a hard time of it and still want to control that "message." I love this response:
Steve's way out ahead, though. He sees opportunity in change. He's not afraid. He's not defensive one bit.
(2) The second article Steve points to focuses on transparency in PR in the Wisconsin Technology Network. The best bit is this:
That last sentence says it all.
(1) In the first Steve is quoted in the Christian Science Monitor in a piece about how marketing is dealing with the rise of amateur ads.
This
rise in unofficial marketing has companies and ad professionals
puzzling over whether to quash or harness the home-based pretenders.
Even if the primary aim of amateur admakers is to tout themselves,
what's at stake is who plays the lead role in shaping culture.
"The marketing community for many years has built its business model on control," says Steve Rubel, a vice president at New York public-relations firm CooperKatz who also writes a blog called micropersuasion.com. "[But] it's very hard to control the message these days."
"The marketing community for many years has built its business model on control," says Steve Rubel, a vice president at New York public-relations firm CooperKatz who also writes a blog called micropersuasion.com. "[But] it's very hard to control the message these days."
I agree with that. But others are having a hard time of it and still want to control that "message." I love this response:
"It's
a real problem," says Jack Trout, a veteran marketing consultant at
Trout & Partners, in Greenwich, Conn. "And the problem gets bigger
the more people see this stuff. It begins to muddy the message." He
concludes: "The ad industry
should rise up against" amateur ads.
Steve's way out ahead, though. He sees opportunity in change. He's not afraid. He's not defensive one bit.
"They
should embrace it," adds Mr. Rubel of CooperKatz. "If they can find
these evangelists and reach out to them, there's a tremendous
opportunity there.... Give them the keys, and some incentive for
bringing in customers. It's really the greatest opportunity [they've]
had in years."
(2) The second article Steve points to focuses on transparency in PR in the Wisconsin Technology Network. The best bit is this:
[T]he
blogosphere moves way too quickly and is far too critical to wait for a
PR maven to release a story to the news media. Word gets out and it
spreads among interested bloggers faster than a PR person can say "Not
for Publication." Ironically, the
harder the PR team tries to control the story, the more it often spins
out of PR's control.
That last sentence says it all.
when competition came on TV, the comercial prices droped 90%. All of the suddent, an extra 2 thousand dolares to pay a creative team would double the add price and, we saw very bad comercials going to air. After a couple of years, the market balanced itself and the creative teams are still arround, they didn't all close due to lack of customers.
My understanding is that Marketing Departments are facing a similar thing. Everyone in the business is worried but, in the long run, things will find a balance and, while changed, Marketing will survive.
History always repeats itself.
People predicted the Internet would finish newspapers, Weblogs were going to finish them to, News reporter was a dying job, ...
Posted by Jaime Cardoso on February 07, 2005 at 08:38 PM JST #