The Traditional Advertiser/Customer Relationship

Here is an interesting video from Microsoft about everything that's wrong with traditional advertising (Thanks to Marketing Amnesia for bringing this to my attention). This provides a good explanation of what's wrong with traditional advertising and why methods such as content marketing are more important than ever.

Also note that the video itself is a content marketing/branded content piece from Microsoft. You can find more of this at bringtheloveback.com.

RSS Feed  -   Subscribe  -  Junta42  -  Junta42 Match  -  Get the Book

Comments

[Geert]

Thanks for the comments. Would love your opinion on the second movie we just released as well? You can find it here: http://bringtheloveback.com/2008/06/08/inspiration-anyone-the-movie/

[Joe Pulizzi]

Thanks Geert. I did...very nice. I like the first one better, but the second one does provide more interesting insight into why the traditional process is broken.

Keep up the great work.
Joe

[Scott Frangos]

Hi Joe - Thanks for posting this video. Very interesting. "Conversation" is one of the five "C's" of Social Marketing, where Content is definitely first. Then you need Community so you can have a Conversation which builds a Connection, and finally you get Convergence... or Conversion of Contacts into Customers (hey... there's more than 5 C's there). And, I don't think most traditional advertisers and even publishers understand this process. But how long and expensive is the "conversation" process, and precisely what is the best formula to capitalize on it? - Scott

[Joe Pulizzi]

Hi Scott...all those "c's" make me dizzy. You are exactly right. Most of the people I talk to are still very fixed on older marketing models.

Your question is a valid one, and I'm not sure anyone has an answer. I think it depends on the community, your services, what you have to add to the conversation, and what you want people to ultimately do. No matter what formula you end up using, the best place to start is lots and lots of listening. I think that's the ultimate key. Broken marketing is all about telling. The future of marketing is 99% listening.

Thanks again